MTV Spain is pioneering second screen

MTV has just launched a new real time second screen app to accompany the latest Jersey Shore incarnation, Gandia Shore in Spain.

Using audio watermarking from Cambridge-based Intrasonics, MTV is granting the 18-24 audience access to exclusive content on their smartphones and tablet devices through the new MTV Xtra app.

When triggered by inaudible codes embedded in the MTV broadcast, the app allows the show’s viewers to access a wide range of content including unseen footage, revealing interviews with the stars, backstage pictures and teasers of explosive future storylines.

Based on the US programme, Jersey Shore, and set in the Spanish town of Gandia, the programme attracted almost 5% audience share for its first episode; a fivefold increase on MTV Spain’s usual share.

“The launch of MTV Xtra demonstrates our clear commitment to offering our audiences innovative and high value-added services,“, said Jorge Conde, mobile services manager at MTV Networks Iberia.

“Being able to tap into the second screen phenomenon gives our audience a deeper experience when they’re watching MTV at a time when the way people consume media, and the devices through which they do so, are evolving at a rapid pace.”

“MTV’s tech-savvy, mobile-literate viewers are demanding more interaction with their favourite shows, and we’re thrilled at being able to get them closer to heart of the action as the stars of Gandia Shore play out their controversial storylines,” said Luc Jonker, CEO of Intrasonics.