iPowow Canada joins the conversation

A new Canadian service based on Australian technology, iPowow links second- and first-screen entertainment in real time.

iPowow Canada has officially joined the conversation.

Headed up by Multiple Media Entertainment’s Michael Taylor, the new venture is an interactive media platform that lets broadcasters ask audiences for feedback in real-time, via smartphones, tablets, mobile web and other second-screen devices. The responses are aggregated in a global, cloud-hosted platform and then delivered digitally to broadcasters – and audiences – in real time.

iPowow Canada is a partnership between iPowow! Limited, the Australian corporation that developed the technology and founded the service in 2009, Toronto-based Multiple Media Entertainment Inc., and Tim Gamble, Cam White (both founding partners  of BC-based Thunderbird Films) and Holly Gordon. Taylor serves as president and CEO.

As yet, no Canadian broadcasters have incorporated iPowow into their content, but with the launch of the Canadian arm, the door’s now wide open says Taylor.

“We are meeting with all of the major media outlets starting immediately,” he explains. “Obviously the outlets that are going to have the most abilities to incorporate this into what they’re doing are those who are involved in live programs, whether it’s sports or reality TV.”

iPowow has seen already seen success in Australia, says Taylor. During live cricket telecasts in Australia in December, iPowow engaged 8.3% of the broadcast’s 1.1 million viewers. During the first two matches, the live TV audience answered 26 real-time questions and generated 8.8 million page views to the associated website.

The benefit for Canadian broadcasters, adds Taylor, is that vertical integration means the framework for integrated cross-platform executions is already in place.

“Our marketplace is that much farther along in terms of consolidation, compared to a market like Australia,” says Taylor.

“Because you’ve got all the major players here having all of these various second screen capabilities [already], [they’re] ready to go.”

iPowow was also integrated into a Hot Meter during The American Music Awards in L.A., and during live UFC telecasts.

Ettienne Fourie and Peter Tippett are the founders iPowow! Limited, and Taylor and Drew Craig are founders of Multiple Media Entertainment Inc.