Seven explores new digital content with development of Home and Away app
Network Seven has funded the development of a Home and Away app as the network looks to create a new advertising revenue stream in addition to keeping viewers hooked on the show while it is off air.
Home and Away: Summer Moments has been created by digital production firm The Project Factory in collaboration with scriptwriters of the Seven soap.
The Project Factory group executive director Guy Gadney said it will provide brands with new ways to become integrated with TV shows while giving Seven another platform to engage with viewers.
The app will feature a “deeper insight” into eight Home and Away characters – one of which is revealed each week – and follows the season final on Wednesday where a bus crash has left viewers on tenterhooks.
I hate to start with a negative comment, but given 7 announced last week they were retiring Fango in order to release a single offering via the Plus7 app, having a standalone H&A app makes little sense (at least to me). It comes back to fragmentation – why not just have a consolidated presence in a single app? Choice is not always a good thing, and whilst this may be designed to appeal to the H&A ‘superfan’, you’re still asking them to jump through hoops to engage (namely, access the app store, install the app, access the app, play around with it etc etc)