The demo

The concept
mi-i is a new way of creating interactive TV. Instead of being limited to set-top boxes and their remote control, mi-i enables the creation of new interactive formats in which everyone can participate straight from their mobile phone.

The heart of the concept is the possibility for users to interact with TV programs and other people watching the same TV program using their mobile phone. The user can play along in game shows (like ‘weekend milionaires’) and chat with other people watching the show. This is achieved using an application users can download and install on their phone. This application is linked to a corresponding website for setting preferences and viewing more detailed information.

mi-i creates a new channel next to the broadcast TV channel, that lets advertisers approach users in a very personal way. Advertisers can tailor their message to reach only those users that are potentially interested in that message.

What’s in it for the user?
A new fun TV experience: the possibility to interact with other users watching the same TV program via a game or chat. The possibilities are endless: from playing live with a show and getting instant feedback through the show, to playing a game related to a pre-recorded show. The game can be a one-off or part of a longer campaign (e.g. during football championships, Tour de France, Olympic Games) in which the user can win bigger prizes.

What’s in it for the business partner?
A new channel is created next to the broadcast channel. This channel can be used to get in direct contact with the users of mi-i. For example, Heineken could organize a mi-i game during the European Championships. While watching a football match, users get questions to answer and can win Heineken prizes. User profiles are continuously gathered and improved by tracking user preferences and favorite TV programs. The users are in direct contact with the advertiser and can easily react on a “call to action” (order, buy, ask more information).