Adrian J Cotterill, Editor-in-Chief
Signagelive announced this week that its core software is being used to power ‘iVUTV‘, an interactive signage solution that has been developed by ChallengerTEC for the hospitality industry.
The first company to benefit from this solution is Camerons Brewery Chain.
Instead of running (expensive) TV advertising campaigns, ‘iVUTV’ allows publicans to overlay targeted content in multi-zone formats onto live TV feeds – customers are encouraged to interact using their Smartphones or Tablets.
They can participate in competitions, with results being displayed on screen in real time, or download complimentary food/ beverage vouchers that have to be used within stipulated time frames. They can even share their experience with friends using social media thus promoting further interaction from wider audiences.
The product has been developed as part of ChallengerTEC’s overall strategy for expansion and diversification. Until recently, the company specialised solely in providing content and associated on-screen and mobile web apps and games to large sports venues; this encourages fan interaction during live tournaments and events.
Kevin McDaid, ChallengerTEC CEO told us “We selected Signagelive as a technology partner because of its highly regarded reputation in the market. Its expertise in digital signage and our ability to produce engaging content means that together we can make digital signage interactive. Their software allows us to easily promote our range of apps to consumers which in turn allows them to engage with TV content such as football matches or horse racing in real-time, which is a powerful proposition to brands”
ChallengerTEC is planning to introduce ‘iVUTV’ to other markets such as retail to enable brands to engage with their customers. The company has also held initial discussions with a major mobile broadband supplier about Smartphone vouchering services for different online packages.
June 26th, 2013 at 03:08 @172
Danger Will Robinson!! Danger!!
I am not a lawyer, just a sign guy. I have lived through this experience enough times to learn my lesson, to now share with others. Too many companies still cross this chasm without realizing the potential threat to their existence.
There are significant copyright issues to be dealt with in the States with this concept.
One of the constructs of TV broadcast advertising is that advertisers and broadcast owners typically retain the rights to the entire “Raster”. In lay-terms, that means entire visible glass that shows images. Also that includes not squeezing the image smaller to “L” wrap ads that surround the broadcast programme.
The Major League Sports owners WILL come after you with a busload of lawyers and a gigantic blank check for you to sign, if you persist at putting third party ads on their copyrighted broadcast in your club.
For example, there is prior standing in the States with the NFL levying significant fines and cease and desist orders in the hospitality/entertainment industry for abusing their copyrighted broadcasts. A typical club operator with a particular craft brewed beer in-house, cannot wrap their product advertisement around TV programmes with the event broadcast ads sponsored by a major brewing company. If you are the major brewing company you have an expectation of 100% fulfillment of your advertising by that broadcaster without manipulation of the image.
If you are the software company that enables others to violate copyright law, you too will be swept up into the cease and desist. Therefore you better be sure EULA’s are clear on this subject and customer is properly trained. Network operators risk their right to operate for such violations. A software publisher can be bullied into settlement terms for knowledge of a customer’s willful violation of copyright.
If you need to see for yourself, then record a copyrighted broadcast and view the text that flies by at the end at an unreadable speed. This spells out the owners rights, terms and conditions. Record it for later and have your lawyers handy. It usually reads something like – “This broadcast is copyrighted by the XXX (owner) for the private use of our audience. Any other use of this broadcast or of any pictures, descriptions, or accounts of the game without the XXX (owner) consent, is prohibited.”
I am not saying any of this is right. You just cant fight busloads of lawyers. Publishers of software. You will just get swept into the mix with the shotgun subpoena.
The penalties and settlement terms are really really harsh. I have seen 100% annual turnover of a venue to settle out of court. Of course, some operators were smart enough to take away a concession of Copyright use.
In summary, never ever manipulate live sports broadcasts with digital signage. The only acceptable use is full-screen.
See Berne Convention 1886 (EU), WIPO Treaty 1996, Digital Millennium Act 1998.
http://web.law.und.edu/LawReview/issues/web_assets/pdf/86/86-4/86ndlr759.pdf
http://mlb.mlb.com/mlb/official_info/about_mlb_com/terms_of_use.jsp
June 26th, 2013 at 13:31 @604
I would also like to draw attention to the phrase, “engage with TV content such as football matches or horse racing in real-time”. In the UK betting and alcohol is outlawed. So if the said app is a mobile betting platform you are very quickly going to land in hot water.
Naturally, if you are in a restaurant ‘on course’ this doesn’t apply, but then I would like to think you are being fully entertained by the live action and not fiddling with your smart ‘phone!