As a kid if I wanted to watch something I had to be in front of my television at a set time to catch it. If you weren’t there, you had to program your VCR to record it, and mostly hope that it did so successfully. Networks would center their programming around the fact that people were glued to their television sets and would schedule “events”, like FOX premiering Michael Jackson’s “Black or White” video on their stations, to bolster their ratings.
With the introduction of On Demand video the need to be in front of my televisions at a certain time has diminished considerably. Sure some programming, like HBO’s Game of Thrones or AMC’s Breaking Bad, compel me to watch when it airs, so as not to avoid spoilers, but for the most part, I don’t care. If Orphan Black airs on Friday nights, it doesn’t matter. I can watch it at any point in time from a variety of different sources.
Because of this, the idea that a year ago, the Xbox One banked such a large portion of their initial sales pitch on live television integration seems a bit nutty. But there is still one area of live television that still compels me to tune in at a certain time though – live sports. Watching a sporting event after the fact, even if I’ve hidden myself from the outcome, never seems to have the same effect as watching it live.
Currently the World Cup is ongoing, and while I am not normally a huge fan of watching soccer (despite having played it for 17 years), I do get quite wrapped up in the drama and excitement of the tournament. I’ve watched all the USA games and will probably watch some of the games, even if the US is eliminated. While I would watch these games anyway, my experience watching on the Xbox One has been enhanced due to an app called Brazil Now.
Brazil Now is an additive app that does two things. The first is that it runs in the background and gives live updates of the current games you aren’t watching. For games that you are watching though, the app runs in snapped mode and gives you all sorts of stat tracking for that game. During the game the app will provide interactive opportunities via opinion polls. Side with the majority of the users on a particular question and you will unlock an achievement and a collectible sticker. Do this 96 times and you’ll have the complete set. However, you can only get these achievements and collectibles while watching a live game.
Interactive viewing isn’t anything new, networks consistently attempt to get you to tweet your reactions to shows using particular hashtags. But Brazil Now perfects it. The app is easy to use and non-intrusive to the viewing experience. I don’t need to have my phone, tablet, or PC open by me to take part in the interactivity, it is already on my screen. It is in every true sense, an additive to the experience of watching live television.
The major sports leagues should be watching how Brazil Now works and incorporate it into apps of their own for their events. Imagine an app that has you truly interacting with other viewers while you watch your favorite NFL team compete on a Sunday. It could provide valuable feedback to the league, while also engaging your audience and allowing them to participate in the fan community. But sports already have us roped in, the real coup would be if the networks could replicate this experience with their dramatic shows.
Imagine watching the new episode of 24 or The Walking Dead and having trivia, polls and commentary all integrated into the experience on one screen. If they could do this and do it right, live television could reinvent itself and become relevant again. And wouldn’t that be a kick in the pants for cord cutters?
About Author
