IMImobile Partners Zeebox To Enhance Audience Engagement In Live TV Formats

Hyderabad-based mobile VAS company IMImobile has integrated its multi-media console (MMC) within the London-based startup Zeebox Showtime platform.

The platform enables broadcasters to aggregate audience content across digital streams, including Twitter, Facebook, SMS, MMS, email and apps and then edit, curate and then publish user-generated coverage through Zeebox second-screen experience to drive viewer engagement.

Both the companies first partnered on Sky One's show 'Got to Dance' where audience interactivity was aggregated onto a 'Social Wall' in the live studio.

Jay Patel, managing director of IMImobile, said, "We look forward to working with zeebox and broadcasters globally to drive audience engagement, and to create new, innovative formats that put content at the heart of a show."

IMImobile has partnered with mobile operators in 59 countries and reaches over 900 million subscribers. Its clients include Aircel, Airtel, BSNL, Meteor, Millicom, Mobitel, MTN, Telefonica, Virgin Mobile and Vodafone besides BBC, Star TV, Reuters, Yahoo!, Google, EMI Music among others. Last year it acquired UK-based Skinkers Ltd, a developer of apps for iPhone, BlackBerry and Android-OS based handsets.

The firm is backed by Spark Ventures, Sequoia Capital and FirstMark Fund.