CBS is expanding its Eye-lert notification system to
include mobile push notifications on the CBS iOS application for greater real-time relevancy.
The Eye-lert system is designed to alert viewers to
time changes for Sunday primetime series on National Football League
Doubleheader Weekends, which will run through Dec. 28. As of Sept. 14, the
systems expansion will be using multiple platforms in order to effectively
reach all users.
By using social and iOS push notifications for
Eye-lerts, we’re able to notify fans about delays in real-time on a
show-by-show basis so that we’re getting relevant updates to the right
audiences, said Rob Gelick, senior vice president and general manager of
digital platforms for CBS Interactive Entertainment. We’ve expanded the
Eye-lert system to get fans the information they need whichever way they prefer
- push notifications, through the shows’ social accounts, on CBS.com and of
case of delays, CBS will display revised start times for its programs on Sunday
on the ticker featured on its homepage. It also aims to update viewers watching
in real-time with aggressive on-air graphics if show start times are adjusted.
CBS hopes using multiple platforms will include
millions of more viewers on expected changes in the television schedule.
In order to access the Eye-lert program, viewers may
follow the Twitter and Facebook accounts of their selected Sunday shows, or
download the iOS app for the mobile push notifications. On CBSs Web site,
social media links for each show are provided to facilitate a simple sign-up
Mobile and social platforms are an excellent way to
engage our audience before, during and after tune-in at scale, Mr. Gelick
said. We have an ongoing dialogue with fans of our shows on these platforms
Eye-lert program is especially beneficial for viewers who choose to record
their favorite shows, since they will be able to adjust the recording window
accurately. Notifications can be received via text message or emails, per the
Football fans can also sign up for the
push-notifications to keep track of the expected end times for games. This also
gives CBS a window to advertise its post-football shows to fans, consequently
enticing them to watch more of its programs.
Television push notifications are likely to appeal
to viewers who prefer to watch shows in real-time and are prone to forgetting
exact start times. These types of fans would probably not benefit from CBSs
on-air ads, but would receive reminders from their mobile devices.
The Eye-lert mobile system will likely pave the road
for other television stations to follow with push notifications based on peoples
Mobile is playing an increasingly bigger role in
how people engage with content – both on social media, within the CBS app and
mobile Web experiences, said Mr. Gelick. This is only going to grow.
Alex Samuely is an editorial assistant on Mobile Marketer, New York
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