In a deal that could bump up the social media for US Open Tennis and WWE Raw, start-up yap.tv will deliver a branded social TV guide application for NBCUniversal’s USA Network.
Initially, the deal will focus on such USA Network television shows as “Burn Notice,” “White Collar,” “Suits” and other original programming, but US Open Tennis and WWE Raw are among USA Network’s sports offerings, and could be part of the mix.
yap.tv will deliver to USA Network a branded app for Apple iOS devices that allows people with iPhones, iTouch devices or iPads to interact with a visual TV guide, including seamless integration with Twitter and Facebook. The application could create for USA Network a significant captured audience, who would create buzz for programming and enhance audience, according to a report in The Hollywood Reporter. The deal follows a report by Nielsen that confirmed a 10 percent lift in social media activity lead to an increase in ratings of roughly 1 percent increase.
By landing USA Network, yap.tv establishes itself as a major player in the market for social TV guide apps for mobile devices. The deal with USA is one of the first times a major television network has tapped an independent company to develop a custom-branded social media application, as most networks prefer to rely on in-house development — a tactic that usually leads to less-than-leading-edge functionality.
Social media television guides hold huge potential for sports marketers. Simply, if a user base considers any one application the go-to resource for the viewing experience, it unlocks the potential for advertisers and sponsors to present that captured audience with advertising and direct marketing tailored to their current activities and location.
yap.TV is less than two years old, has venture capital backing from Javelin Venture Partners and Bloomberg Capital, and is advised by Apple co-founder Steve Wozniak. It competes with such companies as AdaptiveBlue, Inc., which developed GetGlue.
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