Ad Council Adopts Backchannelmedia’s TV-to-Internet Tech

Backchannelmedia recently announced their TV-to-Internet technology was being trialed by LIN TV Corp. in New England, and now The Advertising Council will adopt the technology for use with their public service campaigns. The Ad Council’s use will coincide with the New England trials with LIN TV and will involve campaigns for Obesity Prevention, Inspiring Invention, Adoption, and Autism Awareness.

Backchannelmedia’s system allows viewers to respond to ‘bugs’ on the screen during viewing. The remote click sends a signal through the cable system to the back end to ‘bookmark’ content online for the user to review later. So if you see a PSA for adoption and you’re interested in more information you can click your remote, then later when you go online you’re reminded and given the chance to review more information.

I think this is a neat idea – one I’ve suggested TiVo do in the past. TiVo’s interactive ads and on-box content are great, but the reality is some interactions are better via the computer interface. I wouldn’t want to read in depth information about autism on my TV, but I’m curious enough that I might on my PC. TiVo has XMPP in place to handle real time messaging. They could send clicks to a user page on, or, better, to widgets on social sites like Facebook and MySpace, or right to TiVo Desktop – where they could pop open the users browser when desired.

Anyway, in general I like the idea of linking the TV and the computer, each does what it does very well and leveraging the capabilities of the other platform makes a lot of sense.

Press release:

Ad Council to Utilize Backchannelmedia TV-to-Internet Click Through

Interactive broadcast TV technology to be utilized in Obesity Prevention, Inspiring Innovation, Adoption and Autism Awareness PSA campaigns

BOSTON, Mass. November 18, 2008 – Backchannelmedia today announced that The Advertising Council is now utilizing Backchannelmedia’s TV-to-Internet Click Through technology to help connect viewing audiences to more information about the issues addressed by the organization’s public service campaigns. The Ad Council is a private, non-profit organization that produces, distributes and promotes national public service advertising (PSA) campaigns on behalf of non-profit organizations and government agencies. Four current campaigns will feature TV-to-Internet Click Through interactivity during Backchannelmedia’s Project New England Market Trials: Obesity Prevention, Inspiring Invention, Adoption and Autism Awareness.

Using the Backchannelmedia system, TV viewers have a convenient way to learn more about various interests by interacting with small, non-intrusive “clickable moments” in both programming and traditional commercial television spots. Viewers click on their remote control and forward bookmarks of their favorite TV content to a personalized and secure web site on the Internet for follow-up at the viewer’s leisure. Backchannelmedia’s technology allows viewers to learn more information about the Ad Council’s campaigns, sponsors and how to get involved in related causes.

The Ad Council is the latest nationwide advertiser to join Backchannelmedia’s Project New England Market Trials, the technology company’s initiative to introduce digital interactive broadcast TV in the New England region of the United States. Consumers are able to interact with the service through the over-the-air digital broadcast spectrum connected to a Backchannelmedia-enabled set-top box.

“Backchannelmedia’s innovative technology is a wonderful way to connect our viewers with the important information available online on how they can get involved on behalf of the critical social issues addressed by our campaigns,” said Barbara Shimaitis, Senior Vice President of Interactive Services at The Advertising Council. “We are very grateful for Backchannelmedia’s pro bono support.”

“Our partnership with the Ad Council demonstrates that the potential applications of the Click Through go beyond traditional commerce,” said Eric Martin, Director of Marketing at Backchannelmedia. “The Ad Council has been a staple for over half a century, and Backchannelmedia is pleased to be able to connect TV viewers with more information regarding these important campaigns.”

About Backchannelmedia Inc.

Boston-based Backchannelmedia Inc. ( was founded in 2000. Backchannelmedia has developed technology that can be embedded into existing set-top boxes currently found in many TV viewer homes that allows the viewer to forward or “bookmark” their interests from TV to the online world. That interactive technology combined with the Backchannelmedia Portal on the Internet creates a secure link between the TV and Internet platforms. This secure link can be used to create a richer viewing experience for the TV viewer by linking it to content and e-commerce on the Internet.

Backchannelmedia’s opt-in solution answers TV viewer concerns for increased online privacy by extending controls to the viewer for the TV experience. Backchannelmedia’s patent pending technology can be deployed in consumer electronics equipment, TV sets, over the air receivers, cable head-ends, switched digital video and network DVR technologies, direct broadcast providers, as well as a multitude of devices and delivery providers.

About The Advertising Council

The Advertising Council ( is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

Backchannelmedia Contact:

Eric Martin
Director of Marketing
Backchannelmedia, Inc.
(617) 728-3626 x217

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