Backchannel, a new, interactive, online game that is synched to the broadcast of select MTV shows has been launched. This title was specially designed and developed in partnership with developers Area/Code for exclusive use on MTV, helping enhance viewer engagement by connecting fans of the show through ‘competitive chat.’ ‘Competitive chat’ sounds a whole lot like arguing, but lest I jump into any conclusions and shoot myself in the foot, let’s investigate further on how Backchannel works right after the jump.

Viewers play the game on their computers in special ‘chat’ rooms hosted on MTV.com (Backchannel.mtv.com) while they’re watching the show on MTV. Once the show starts, a few players are selected by the system to be TAGGERS. Taggers type in Tags (words or phrases) in response to whatever’s happening on the show at that moment. These Tags will be visible to all players. The rest of the players are CLICKERS and click on whichever Tags they think are the best, funniest and most relevant. Throughout an episode everyone has multiple chances to play as a TAGGER and CLICKER. Backchannel represents an evolution of entertainment through a two-screen approach that enables the MTV audience to connect to their peers through MTV’s online community.

How do you think that this gaming model will work in attracting new viewers, or should I say gamers? It will definitely enhance the overall digital experience for current MTV fans, and I don’t see the older generation taking part at all since this is all probably considered as kid’s stuff to them. It would be interesting to see how everything pans out in the end.

Press Release

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