Finally, A New Second Screen App Brings Image Processing Of Pictures Captured From A Television Screen, Using Your Mobile Phone Camera.

Online, April 17, 2013 (Newswire.com) - How does it work?
While watching the show, a notification will pop up at the side of the TV screen, viewers will then be asked to point their mobile phone/tablet to the screen and capture the specific frame presented using their device camera. Viewers who will be quick enough to capture the right frame, will then proceed to the second stage and will be asked by the application to predict what will happen in the next few minutes on the show, by choosing one of a few different scenarios presented on the application.

Viewers who will manage to react fast and accurate, will win prizes, gain points and access to other show related activities on Facebook.

Why is it new?
Most second screen apps focus on social interaction, combining features such as chat, ratings and questionnaires in order to engage viewers. In this case, the KwazyLabs crew wanted to add a new element to the 2nd screen experience, one that will offer the viewers a "game" like interaction, using their mobile phone as a game controller, and relying on their sharp senses to click the camera button at the right time.

Unlike most 2nd Screen apps out there, KweeZ actually knows what's playing right now on your TV. This way, the game can relate to current real-time content - whether it's live, tivoed, or a rerun. There's no need for a smart TV, time-sync with a central Internet server, or anything of the sort.

KweeZ achieves this goal by using an image recognition algorithm; all you have to do is aim your device's camera to the screen, and do nothing! The app will automatically recognize a specific scene from the show, then display a question which relates to that specific scene. No QR codes or special graphic patterns are involved - any reasonably recognizable frame from any TV show will do the trick.

The KweeZ user experience is quite extraordinary - the user watches the captured frame as it "jumps out" of the TV and into their device in a sleek 3D animation, then a question about the captured frame appears over it.

From the TV network point of view, there's also a major advantage in this interaction approach: in order to participate in the game, users must actually watch the show and capture frames. Thus, it enhances user engagement and increases ratings. And unlike other 2nd screen approaches, this unique real-time interactive experience can be also applied in reruns and tivoed content.

Interview with Or Gottlib / New media team manager @ Yes DBS

From the viewer standpoint, how would you describe the L.A L.A Land 2nd screen experience?

"What makes the L.A L.A land 2nd screen experience so unique for viewers, is that they no longer have to stay passive: instead of just watching the show, or talking about it with their friends, we've created of 'magic-door' for them to directly interact with the TV, and feel connected to what's happening on the screen.
Viewers have always been excited about the show's characters and plot - but now, they can take part in a real-time game which involves the exact same things that they're already excited about. And the WOW effect of our technology makes the whole experience even smoother."

How fast did your audience react to the application?

"Since viewers are already busy with their smartphones while watching TV - either on Facebook, web, or chat - taking the leap towards a 2nd screen game was natural. We weren't surprised to find out that viewers jumped right into action when we first launched the app, and they kept playing the game and improving their scores throughout the season."

How do you make this technology intuitive for viewers?

"When introducing a new technology within a product, some users may find it cumbersome or non-intuitive at first. To deal with this 'learning curve', we spent a lot of effort in enhancing usability and graphic design.
For example, we expected that users wouldn't understand that they don't have to press anything in order to capture a frame from the TV - they just have to aim the camera to the TV, then do nothing, just wait. We emphasized this point using clear graphic notations on the TV and in the app itself, and also mentioned this in the app's trailer video. And indeed, it seems that users got the idea pretty quick, and didn't experience any significant obstacles with this new technology.

To whom would you recommend solutions of this sort?

"2nd screen activities can be efficiently applied in various fields of the television industry, to address many different issues - starting with promotion and advertising, through content creation, and up to enhancing user engagement and strengthening our brand as a TV provider.
This specific 2nd screen activity, which involves image processing, is best applicable when you need your viewers to experience that WOW effect of a great new technology that has never been seen before. Another advantage of this specific product, in comparison to other 2nd screen products, is that it can be easily applied in reruns and tivoed content, which may be relevant in some cases".

Which goals have you achieved by launching the L.A L.A land 2nd screen activity?

"We experienced a pretty wild increase in traffic and user engagement in our social networks channels. It was also a great opportunity for us to test and measure user behavior, preferences and willingness to take part in an unusual TV experience. But most importantly, we successfully gave our viewers the notion that 'Yes' is an innovative, top-edge content provider, and that we would go a long way to deliver new fascinating experiences to our customers, in order to keep them happy and interested."