CBC’s Dragons’ Den launches real time social engagement

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The CBC has embraced second screen engagement by pacting with iPowow! Canada to introduce an armchair dragon into the den.

As would-be entrepreneurs on Wednesday night pitched Dragon millionaires, for the third week running viewers at home visited www.cbc.ca/dragonsden and played along with the show via their mobile phone or laptop computer.

And in real time, the audience reaction to entrepreneur pitches and the judges’ verdicts was displayed back on the TV screen.

Colin Hornett, executive producer, North America at iPowow! USA, pointed out the obvious: Dragons’ Den is a taped show, and not a telecast of a live sports event or awards show, which is a natural for real-time social media integration.

So iPowow has producers in five different time zones push questions and new show content to viewers for social engagement, enabling the call to action to come via the second screen devices.

“We’ve constructed it so there’s a clean feed for every time zone, and questions are pushed to a device, and not the TV,” Hornett tells Playback.

Multiple Media Entertainment’s Michael Taylor, who heads up iPowow! Canada, said most Dragons’ Den viewers have a second screen device, so there’s an opportunity to rejig the reality show to include an armchair Dragon.

iPowow! Canada uses an interactive digital platform developed in Australia and licensed from iPowow! Ltd.

The technology enables broadcasters to secure audience feedback in real-time, with the responses aggregated in the clouds and then returned digitally to broadcasters and their audience.

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NFB75Anniversary - (Left to right) Kat Cizek (Filmmaker in residence, director of the NFB’s Highrise), Jerome Zwicker (former NFB board member), Michelle van Beusekom (‎Assistant director general, English program), Anita Lee (NFB Ontario executive producer), Luisa Frate (NFB director general - CFO, COO, CTO), Lieutenant Governor of Ontario David Onley, Anne-Marie Applin (former NFB board member), Claude Joli-Coeur (NFB Acting government film commissioner and chairperson), Deborah Drisdell (NFB director general, accessibility and digital enterprises), Kristine Collins (NFB director, education and institutional markets), Jérome Dufour (NFB director general of marketing and communications)