Ensequence

Ensequence is an interactive television company that CREATES and distributes iTV experiences for programmers, advertisers and distributors. The company mitigates the technical complexities of interactive TV implementation and enables the delivery of iTV experiences across cable, satellite and IPTV. Current and former Ensequence customers include MTV Networks, NBC Universal, ESPN, The Walt Disney Company, Major League Baseball Advanced Media, QVC UK, HSN, Nike, Ford Motor Company, Hewlett-Packard, Comcast Corporation, DIRECTV, Time Warner, DISH Network, Verizon Communications, and British Sky Broadcasting.

History & Firsts

By its most basic definition, interactive television offers a return-path for viewers to control certain aspects of the viewing experience – including voting for a contest or asking for more information from advertisements. Ensequence was founded in 2000 by CEO Dalen Harrison to enable this concept both on the creative end and through technological deployment. The company’s focus is to power TV viewers’ desire for two-way interaction with television, and to enable this interaction across many cable, satellite and IPTV platforms. Ensequence has achieved several industry firsts since 2000. The company deployed the first live interactive TV experience across multiple platforms (Dish Network and DirecTV) in the United States with the Spike TV Video Game Awards in 2007. It also deployed the first EBIF interactive TV experience in the United States in 2008 for the NBC Summer Olympics. The company has also been recognized with several industry awards, including a Technical and Engineering Emmy in 2008 for the MLB.TV Mosaic. Ensequence has offices in New York, London and Portland, Oregon.

Capabilities

Ensequence offers iTV products and services that address each step of the process of making television shows and commercials interactive. Campaigns typically begin with the company’s creative services, through which advertisers and programmers determine the interactive experiences that would be the most effective for their audiences and campaign goals. Then, Ensequence builds an iTV experience and works with distributors to deploy and integrate the application into their existing infrastructure. Through the process, Ensequence is able to measure the results of interactivity. The company manages its customers’ interactivity through the duration of the campaign by updating content and providing day-to-day support. Ensequence’s products and services have been proven to increase programming ratings, advertising response and audience reach. In-market results typically deliver a ratings lift of 5% to 20%. In addition, in-market results have seen advertising opt-in rates of up to 5% and response rates of up to 2%.

iTV Manager

Ensequence announced the launch of the Ensequence iTV Manager product in April 2009. iTV Manager is the industry’s first “cradle-to-grave” lifecycle management system for the creation and deployment of large volumes of interactive TV experiences. iTV Manager is used by all of the key stakeholders in the process of delivering iTV experiences (e.g. advertisers, creative agencies, media agencies, programming networks, distributors, etc.) The system provides an interface for template creation and re-versioning, testing, scheduling, play-out, live application updating and automated response management. iTV Manager addresses the requirements of complex multi-enterprise workflow and allows stakeholders access to the part of the process that is relevant to their needs.

Software Patents

Ensequence holds five patents that represent core elements necessary for the creation, production and deployment of interactive television across multiple distribution platforms. The company’s latest patent is for its configurable template interface, which provides customizable templates that transform programs and advertising into interactive TV experiences.

Case Studies/Partnerships

• Spike TV Video Game Awards: December 2007 o By teaming up with Ensequence, Spike TV was able to build the most sophisticated interactive television application on live broadcast – while also reaching the widest audience. As the first simultaneous interactive television broadcast on DIRECTV and DISH Network, the Spike VGAs represented the broadest interactive television deployment in the United States. o 20 million viewers interacted with the program, which really kept the audience engaged. Viewers were able to access behind the scenes content, such as trailers and cheat codes, as well as play a classic arcade game without missing any of the awards show. o One quarter of viewers opted-in for this event. This increased ratings by 20% and viewers stayed tuned in for over 30 minutes at a time, even through commercials.

• Nike: August 2007 o Nike and Wieden+Kennedy worked with Ensequence to deliver the Nike Zoom interactive television advertising campaign, which kept television viewers in the Nike-branded experience for up to 14 times longer than a 30-second spot. o The campaign featured athletes such as LaDainian Tomlinson, Steve Nash, Asafa Powell and more. o Viewers were able to navigate through the commercial to learn more about the product, watch additional footage, and become more involved in the campaign. It also allowed followers to experience the ad from Tomlinson’s point of view, putting the viewer in the commercial.

• MTV: o MTV Networks UK & Ireland works with Ensequence to offer interactive television content across eight channels, enabling viewers to request their favorite videos with their remote controls – and much more. o MTV also pushed the parameters of the television experience with interactive television and Gorillaz. The interactive TV experience was time with the Gorillaz’ long-anticipated “Feel Good Inc.” record release, and increased viewing times and viewer affinity.

• Harris Study: January 2008 o Ensequence and Harris teamed up to research consumer demand for interactive television. They found that consumers are ready to change the way they interact with their televisions. 72% of viewers indicated they are currently using their remote controls for simple tasks such as finding favorite programs using the on-screen guide, scheduling or selecting DVR recordings and for viewing content on-demand. o 72% of those who watch reality TV shows want to interact with those shows. o 65% of those who watch sporting events on TV want to interact with those events. o 66% of viewers want to interact with commercial advertising. o 50% of those who watch drama TV shows indicated that they would be interested in interacting with those shows.

• 2008 Beijing Olympics:

o Ensequence and DISH Network teamed up to provide viewers of the 2008 Beijing Olympics access to behind the scenes information. Viewers had the ability to: access athlete profiles, read late-breaking news, view video highlights of the day’s events, view each country’s medal counts, learn more about featured sponsors, see the team USA Report, and learn more about Beijing and the event venues. o Over 41% of DISH Network subscribers watched the 2008 Olympics using the interactive television services provided by Ensequence. Partnerships:

• Sony Pictures Home Entertainment - Ensequence partnered with Sony Pictures Home Entertainment (SPHE) in February 2008. SPHE licenses and resells the Ensequence on-Q Create suite for Blu-ray Java (BD-J) to major studios and independent Blu-ray development partners. Blu-ray Disc developers worldwide use Ensequence on-Q Create for Blu-ray Java to develop advanced interactive features for Blu-ray Disc titles.

• HSN - In May 2008, Ensequence partnered with HSN to develop a new EBIF version of HSN’s live interactive television shopping service, ‘Shop by Remote.’ Utilizing EBIF’s open industry standard code enables HSN to garner broader distribution of the shopping application and allow more television viewers to immediately purchase any item on the HSN channel using their existing remote control.

• MLB Advanced Media - MLB Advanced Media, LP (MLBAM) and Ensequence announced a three-year extension of their partnership to work jointly to deliver the Emmy Award-winning MLB.TV Mosaic. Ensequence and MLBAM have been working together for the past three years and recently launched an upgraded version of MLB.TV to coincide with baseball’s Opening Day.

• QVC - QVC and Ensequence announced the launch of the Beauty Channel. The Beauty Channel has launched on the next generation multi-screen application developed for QVC Active on QVC channel 640 on the Sky platform. Multiple partners have been involved including Ensequence, PubliTronic, TX2, and Isilon, all working with QVC’s in-house interactive TV team.

• NBC Universal - Ensequence, working with NBCU, built the “NBC Olympics Showcase,” an interactive TV experience, which highlighted a variety of NBC Olympics’ content on the 2008 Beijing Games. NBC Olympics Showcase was located on DishHOME and accessible within programming on CNBC, MSNBC, USA Network and Oxygen. NBCU and DISH Network inserted interactive triggers embedded within the CNBC, MSNBC and USA Network broadcasts, driving them to the interactive application. DISH Network subscribers were able to access top stories, athlete profiles, daily video highlights, country medal counts, featured sponsors’ information, Olympic TV listings, a Team USA report, and Beijing event venues with a single press of their remote control.

• HISTORY

Awards and Industry Recognition

2009

Most Significant Impact on the Industry Award, Ensequence - itvt.com Ensequence was selected as the winner of the “Most Significant Impact” award given by ITVT.com. This award is given annually to the company or organization that has had the most significant impact on the industry as a whole over the past year. Ensequence was recognized for its work with NBC Universal for the 2008 Beijing Olympics. This is the second time Ensequence has earned this award.

Special Event of the Year’ (NBC Olympics) - EchoStar's iTV Awards EchoStar and DISH Network team up annually to honor winners in several categories, including Special Event of the Year. Ensequence and NBC Universal won Best Special Event for their coverage of the 2008 Beijing Olympics, including the application developed for it. The application included day-to-day updates on medal counts and athlete bios. More than 41 percent of DISH Network subscribers used the application during the Olympic Games. This is the second consecutive year Ensequence won this category.

AlwaysOn OnMedia 100 Award In January 2009, Ensequence was selected by AlwaysOn to the OnMedia 2009 awards list. The OnMedia 100 is given to private, emerging technology companies in the advertising, publishing, marketing, branding and public relations spaces. Ensequence was selected by the AlwaysOn editorial team based on demonstration of growth, market opportunity, quality of innovation and customer traction. The OnMedia 100 winners were selected from among hundreds of other technology companies nominated by investors, bankers, journalists and industry insiders. The AlwaysOn editorial team conducted a rigorous three-month selection process to finalize the 2009 list.

AlwaysOn OnHollywood Top 100 Award In April 2009, Ensequence was chosen by AlwaysOn as one of the 2009 OnHollywood Top 100 Award Winners. Inclusion in the OnHollywood 100 signifies major accomplishments of private emerging technology companies within the media and entertainment industries. Ensequence was awarded under the ‘Enabling Tools’ category and was specially selected by the AlwaysOn editorial team based on demonstration of growth, market opportunity, quality of innovation and customer traction. 2008

Silver Award, MLB Mosaic - W3 Awards Every year, the W3 Awards honors outstanding Websites, Web Marketing, and Web video created by some of the best interactive agencies, designers, and creators worldwide. It is the first major web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between. Ensequence was honored with the Silver Award for their excellence in their world with MLB.TV and the MLB Mosaic.

Silver Telly, Nike Zoom Campaign The Telly Awards honor outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online film and video. They annually showcase the best work of the most respected advertising agencies, production companies, television stations, cable operators, interactive agencies, and corporate video departments in the world. Ensequence won a Silver Telly for their work with Nike on the Nike Zoom campaign.

Developer of the Year, Ensequence - EchoStar's iTV Awards DISH Network honored Ensequence technology leadership and ability to complete interactive applications quickly while maintaining the highest standard of quality it its 2008 Interactive Television (iTV) Summit.

iAd of the Year, Nike Zoom Campaign - EchoStar's iTV Awards EchoStar and DISH Network awarded Ensequence with iAd of the Year for the Nike Zoom Campaign. This was an interactive TV advertising campaign that allowed viewers to navigate through the commercial to learn more about the product, watch additional footage, and become more involved in the campaign. It also allowed viewers to experience the commercial from the player’s point of view, putting the viewer into the commercial.

Special Event of the Year, Spike VGA Awards – EchoStar’s iTV Awards DISH Network and EchoStar granted Ensequence their Special Event of the Year award for their excellence during Spike TV’s 2007 “Video Game Awards.” This program allowed viewers to access never-released cheat codes for their favorite games, play a classic arcade game, watch exclusive content, learn about specially produced features, and get facts about previous winners/nominees.

iTV All Star, Dalen Harrison - itvt.com itvt.com grants this award annually to an individual who has a long-term track record of leadership in the interactive multiplatform television industry, and who is an appropriate candidate for membership in an ITV Hall of Fame. Dalen Harrison, CEO of Ensequence was honored with this award for his contributions as a leader in the interactive television industry. The award acknowledges Dalen’s passion for digital media and his commitment to realizing the bright future of interactive television.

Emmy Award, MLB Mosaic - National Television Academy In May 2008, Ensequence was presented an Emmy to recognize its Technical and Engineering achievements for the MLB.TV Mosaic. Ensequence was recognized for best use of “on demand” (consumer scheduled or programmed) technology over broadband networks for active “lean-forward” viewing. This prestigious award is granted by the National Academy of Television Arts and Sciences. 2007

Bronze Telly, Chase Card Services Campaign The Telly awards honor outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online film and video. They annually showcase the best work of the most respected advertising agencies, production companies, television stations, cable operators, interactive agencies, and corporate video departments in the world. Ensequence won a Bronze Telly for their work with Chase on the Chase Card Services Campaign. Most Significant Impact on the Industry Award, Ensequence - itvt.com Ensequence was selected as the winner of the “Most Significant Impact” award given by ITVT.com. This award is given annually to the company or organization that has had the most significant impact on the industry as a whole over the past year. Ensequence was recognized for its work with NBC Universal.

2006

Bronze Telly, HP 'PictureBook' Interactive TV Advertising Campaign The Telly awards honor outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online film and video. They annually showcase the best work of the most respected advertising agencies, production companies, television stations, cable operators, interactive agencies, and corporate video departments in the world. Ensequence won a Bronze Telly for their work with HP on the ‘PictureBook’ Interactive TV Advertising Campaign.

External links

• Ensequence, Inc. Official Web site
• Canoe Ventures Official Web site

Links: HSN, QVC, NBC, Interactive TV, MLB.tv Mosaic, SPHE, Technology Emmy, MTV, Spike, DIRECTV, DISH Network, Nike, NBC, Widen and Kennedy, Blu-ray, Olympics, Canoe, ITVT, HISTORY, EBIF, Tru-2-Way, AlwaysON