Earlier this month, Beachfront Media and Kinetic Content worked together to create a mobile video app for the popular TV show The Taste.
This is becoming a growing trend with many TV shows. Creating a mobile app has several obvious advantages:
- It engages viewers on a second screen, both while the show is airing, and afterwards.
- It’s a further point of engagement after the series ends. TV shows generally last only a few weeks… but apps can last all year long.
- TV shows capture far more content than can ever be used on-air. Mobile apps are an effective way to push this content out to loyal fans on a regular basis that might otherwise never live on past the cutting room floor.
- TV shows are some of the most discussed topics on social platforms such as Twitter and Facebook. Apps are able to aggregate this social content and enable further engagement and discussion within a community that very much cares about the show and its personalities.
With that in mind, The Taste app hits all the right notes. Videos include behind-the-scenes outtakes, profiles of mentors (Nigella Lawson, Anthony Bourdain, Ludo Lefebvre, and Marcus Samuelsson), overviews of the contestants, cooking tips and other instructional videos, social integration with Facebook and Twitter, and even recipes from both the judges and contestants. And much of the behind-the-scenes content is exclusive to the app.
Whether they’re an extension of a YouTube channel or a cable channel, mobile apps service the same purpose—audience engagement. The creator of the video can draw viewers from a platform owned, managed and controlled by another into one they’ve created themselves. Video viewers are not exclusive to any one device or platform, so why not have a presence wherever they reside?