Ten is wading into the social TV space in a partnership with UK company Zeebox to rival Yahoo!7's Fango and Nine's Jump-in.
Ten's joint venture with Zeebox will see the network take advantage of increasing second-screen usage by consumers while watching TV. It will launch across iPhone, iPad and Android platforms within the next three months.
The app will allow consumers to 'discover' extra TV content and schedules, engage on social media, provide information on programs and buy online.
As part of the launch, Ten and Zeebox will introduce OpenBox, a toolkit which enables broadcasters and content producers to publish program-specific content through Zeebox.
Network Ten chief operating officer Jon Marquard said: “The launch of Zeebox in Australia is a key part of Network Ten's digital media strategy. We know viewer behaviour is changing and audiences are multi-tasking.
“About 70% of TV viewers use a second screen while they are watching TV. This creates an enormous opportunity for Zeebox, a free, network-agnostic app that offers consumers a much broader and deeper experience than other second-screen apps.”
Zeebox chief financial officer and Zeebox Australia director Max Bleyleben said: “We're delighted to launch in Australia with Network Ten, who share our vision of a second-screen platform that delivers value to consumers across all channels and providers.
“We look forward to working with Ten and other partners to develop compelling social TV propositions around key shows and events, and to give the industry access to our unique monetisation platform in sync with live TV.”
Of the commercial broadcasters, Seven was the first business to venture into the social TV space with Fango at the beginning of the year. Last month, Nine signalled its intentions with Jump-in and will rely on social media to boost its Olympics coverage.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at firstname.lastname@example.org
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com