INTERACTIVE technology company Screenreach believes its deal with international publishing firm Bauer Media could help push radio to "a whole new level".
The Hoults Yard-based firm has made huge strides in the last year since emerging from the Difference Engine accelerator programme. It received a hand from Newcastle marketing company Think Innovative to strike up a deal with Bauer, which owns more than 80 radio, magazine, TV and online brands including Kiss, Magic, FHM and Heat.
The Screach app – which allows users to interact with TVs and digital signs using their smartphone – will be used to enhance Bauer’s radio apps by offering location-based content while they listen to their chosen radio station. Screenreach CEO Paul Rawlings described the deal as “one of our biggest to date”.
He said: “It opens up so much more to radio companies now.
“Over the next couple of weeks we’re going to see Bauer use this platform in ways we’ve never thought of before. Our thinking has always been that what we create for the platform is pretty cool, but what other people use it for will be phenomenal.
“It’s a whole new thing for radio companies to be able to have a visual element. It’ll start with competitions, and in the near future we’re going to see Bauer really pushing the boundaries.”
Screenreach has already applied its app to the airwaves in recent months. Real Radio North East promoted the company’s tie-up with Newcastle United that allowed fans to vote for their man of the match on their phones. Screenreach’s recent deal with GMG Radio will also allow Real Radio North East to learn more about its audience, while enabling users to get discount vouchers and a possible £500 prize by getting involved with the “summer of Screach” competition.
Screenreach is currently focusing its adaptable platform on digital signage and broadcast. It has opened an office in New York, and struck deals including a Reach Media Group link-up which puts its technology in 800 American coffee shops. The National Soccer Coaches Association of America is offering Screach interactivity during the College Game of the Week on FOX Soccer, and last weekend Wigan-born Rawlings could bask in the glory of the app being used as part of a half-time quiz at the Rugby League Challenge Cup Final between Wigan Warriors and Leeds Rhinos.
He said: “It’s great to think that we only started a year ago, and Screach is being used in Wembley. You don’t get a much bigger experience than that.
“We’ve opted to focus on a couple of areas, as the platform could really do any number of things from broadcast to education.”
