The partnership will offer a “second screen” app in early 2012, allowing viewers to tap into related content and swap comments with friends watching the same broadcast TV show at the same time. Broadcasters hope the app with lead to increased revenue, greater engagement and better tune-in promotion. Participating station groups include those of Pearl, the joint venture formed last year to pursue the mobile DTV business. They include Belo, Cox, Scripps, Gannett, Hearst Television, Media General, Meredith, Post-Newsweek and Raycom.
In the company’s quarterly conference call with analysts Monday, officials of Barrington Broadcasting Group claimed success with its “D2 strategy” of adding a major network affiliate to its stations’ multicast channels.