Bell Media Partners with Media Experts to Launch Audio Fingerprinting in the Discovery Channel App

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TORONTO, Aug. 30, 2012 /CNW/ - Bell Media announced today the launch of audio fingerprinting technology in the Discovery Channel App in partnership with Media Experts and its clients Virgin Mobile and Bell Mobility. This is the first of Bell Media's suite of channels to roll out this new technology and the first campaign of its kind in Canada.

Audio fingerprinting allows advertisers to embed the audio from a 30-second TV ad in an app. When a viewer has the Discovery Channel App open, the app listens for the audio content of the Virgin Mobile and Bell Mobility TV ads, and then deploys a customized rich-media digital ad on the viewer's handheld device simultaneously. The viewer can then interact with the ad unit via video, photos, and other touch-optimized content, or dismiss the ad.

"Understanding that traditional media plants seeds that digital media can harvest, this new advanced advertising solution was conceived to leverage the multi-screen consumer experience," said Richard Ivey, Senior Vice President, Customer Service, Media Experts. "This new solution allows 'viewsers' to telescope from lean-back, reductive advertising content on the big screen to lean-in, expansive advertising content on the small screen. This is an important part of the future of television."

Virgin Mobile is the first advertising partner with the Discovery Channel App audio fingerprinting technology. The Virgin Mobile audio fingerprinting window runs until September 16 and the Bell Mobility window runs until September 25.

"Media Experts is a valued agency partner and we're thrilled to work together on this ground-breaking offering within Discovery," said Nancy McConnell, Vice-President, Digital Sales, Bell Media. "We're excited about the benefits and insights that audio fingerprinting technology offers both our advertising partners and our viewers and look forward to continuing our tradition of innovative multi-screen experiences."

The Discovery Channel App was the #2 free app in the app store within a week of its July 18 launch. The app provides the user with a companion viewing experience, allowing viewers to engage their favourite Discovery programs via socially-driven, show-related chat environments, and to participate in polls, trivia, and contests as well as view extra content. If a user has downloaded the Discovery app, there's no need to download anything further, the audio fingerprinting technology is already in the app. Discovery viewers - on any screen - are highly engaged, tech savvy, and early adopters of new ways to connect and consume content. As such, the Discovery Channel App is an obvious choice for Media Experts to roll out these innovative new campaigns.

About Media Experts
Founded in 1981, Media Experts is Canada's largest independent media services firm and the only Canadian owned agency in the top ranked list of media planning and buying companies operating in Canada. Powered by Service, leveraged by Customerization and guided by Tradigital™ Thinking, Media Experts employs an integrated approach to traditional and digital advertising media, orchestrating them to bring maximized, measureable return on investment to our customers. Media Experts executes media strategy on behalf of its customers from its three interconnected offices in Montreal, Toronto and Vancouver.

About Discovery Channel
The world is just awesome! With compelling real-life programming that inspires and entertains, Discovery Channel reveals the world in all its wonder, diversity and amazement. Discovery Channel offers a signature mix of adrenaline-charged stories, larger-than-life personalities and vivid imagery for viewers with curious minds. With the best non-fiction programming from Canada and around the world, Discovery Channel captures the excitement of a passion for life - one lived fully and at its most extreme. With exceptional and immersive storytelling, the channel offers in-depth, behind-the-scenes glimpses at the extraordinary people and places that shape our world. Launched in Canada in 1995, Discovery Channel is now available in more than eight million Canadian homes. Discovery Channel is offered in standard definition (SD) and high definition (HD) simulcast - for viewers who want an even bigger and bolder experience. Discovery Channel Canada is a joint venture between Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company, and Discovery Communications Inc. Find more information and interactive online features at DiscoveryChannel.ca.

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SOURCE: Bell Media

Emily Alonzo, Bell Media Digital, 416.384.2664 or [email protected]
Jodi Cook, Discovery Channel, 416.384.4603 or [email protected]
Ian MacLean, Media Experts, 514.844.5050 x731or [email protected]