Home Industry Market It takes two to Fango!

It takes two to Fango!

Audience participation company, Loyalize and Yahoo!7 have teamed up to launch a new social app called Fango that allows users to interact with their favourite television programs by connecting to the shows with their iPhones or iPads.

Fango will initially be launched on select Channel 7 programs, beginning in February next year, when Australian viewers will be able to interact with all free-to-air primetime TV programs and major sporting events from Channel 7 and other networks.

The Director of Operations, Yahoo!7, Kath Hamilton, said Fango by Yahoo!7 and Loyalize was the first example of a major digital media network in Australia rolling out such a social platform. "Loyalize is the driving technology beneath Fango's social forum - a place where fans can chat about shows, vote in real time on what's happening, and win points, badges and real prizes."

Loyalize CEO, Todd Greene, said launch of Fango was a 'major step in the interactive TV conversation." "Fango absolutely changes the TV-viewing dynamic, and it's being rolled out nationally - not just one episode, one show or a commercial here and there."

Hamilton said the rise in the number of TV viewers using second screen mobile devices while watching TV triggered the launch of the app from Yahoo!7, and was aimed at engaging multi-tasking viewers and as a way for advertisers to tap into audience sentiment beyond the traditional 30-second commercial. She said Fango would have a range of advertising opportunities available to connect advertisers with their highly engaged audiences.

"Fango provides a companion experience that connects brands with fans in a social, two-way conversation. With the technology provided by Loyalize, Yahoo!7 can now work with advertisers to develop new, highly creative and engaging advertising experiences across multiple devices in a truly integrated way."

According to Greene, Fango is one of the most comprehensive and impactful fusions of social media and television the entertainment industry has seen.

With Loyalize's technology, Fango lets fans:

'¢    Interact with real time polls and trivia scripted to synchronize with the action on the TV screen.

'¢    Check in to favourite TV shows and sports events.

'¢    Chat with fellow fans or filter conversations to Facebook friends.

'¢    Read or comment on the official Facebook and Twitter conversations easily in one place.

'¢     Access additional news, blogs and video related to the broadcast.

'¢    Win points and badges by interacting with the show.

Fango is available now for iPhone and iPad in Australia and the app can be download at the iTunes store: http://www.apple.com/au/itunes/ or by visiting au.fango.yahoo.com.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).