Media Release

Turner International announces roll out of "Gumball VIP" following successful UK trial

London, 29 October 2018: Following a successful trial in the UK in October 2017, Turner International today announces the wider roll out of “Gumball VIP”, an innovative and unique experience which combines the linear TV viewing of Cartoon Network’s global hit series The Amazing World of Gumball with interactive second screen activity.

“Gumball VIP” will roll out over the next six months in 10 different markets, including Italy, the Philippines and Singapore before the end of 2018, followed by Australia, New Zealand, Poland, Romania, Spain, France and the UK in the first quarter of 2019.

Patricia Hidalgo, Chief Content Officer, Turner EMEA & International Kids Strategy said: “Linear TV remains a key medium for kids, but what we need to do is ensure that it remains relevant in today’s world where there is a big shift in how our fans watch and engage with our content. Using this innovative technology allows us to do just that, by digitising the linear TV viewing experience and adding that all-important element of interactivity.”

She continued: “At Turner we proudly create environments that our fans can move through seamlessly. We are in a world without limits and by creating fun, engaging and rewarding second screen experiences which complement our incredible original content on TV, we are giving our fans across the world something that is truly unique.”

The technology, which is licensed by Austrian start-up Tonio, was trialled in the UK during the school half term week in October 2017 and was also used in the US for its 2018 CN Summer Challenge. Fans are encouraged to download the free “Gumball VIP” app from the App Store or Google Play and will receive a push notification before linear transmission of the episodes. It then uses a robust audio watermarking technology (which connects to the episodes by listening for audio triggers) to pose fun quiz questions about what is happening on screen. Correct answers win stars and unlock codes, which can be redeemed on the Cartoon Network websites for prizes.  

The 2017 trial demonstrated an appetite for dual-screen activity, with average TVR increasing from previous comparable periods by up to 44%[1]. Additionally, the second screen experience showed an uplift in older kids coming to the channel – proving that appointment-to-view moments can win linear audiences. Daily reach amongst older kids (10-15) was up against all benchmarks during the trial, with a +22% increase year on year and a +108% increase versus February half term stats in 2017[2]. In addition, the “Gumball VIP app” reached the App store top 10 during the trial period.

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ContactBen Gold, Corporate Communications Manager, International: +44 207 693 2151 or ben.gold@turner.comKatie Goldberg, Director, Communications EMEA & International Kids Content: +44 207 693 1248 or katie.goldberg@turner.com

About Turner InternationalTurner International is an entertainment, sports and news company that creates premium content and delivers exceptional experiences to fans whenever and wherever they consume content. It operates versions of core Turner brands, including CNN, TNT, Cartoon Network, Boomerang and TCM Turner Classic Movies, as well as country- and region-specific networks and businesses in Latin America, Europe, the Middle East, Africa and Asia Pacific. It manages the business of Pay- and Free-TV-channels, as well as Internet-based services, and oversees commercial partnerships with various third-party media ventures; it teams with Warner Bros. and HBO to leverage WarnerMedia’s global reach. Turner International operates 180 channels showcasing 47 brands in 34 languages in over 200 countries. Turner International is a WarnerMedia company.

About TonioThe start-up Tonio establishes an open, global standard for sending digital data via analogue audio. Customers include worldwide TV and radio stations that can communicate directly, live, synchronously and inaudibly with audience smartphones thanks to Tonio. The idea is to transmit information via audio, which can be received on smartphones worldwide on the basis of a common global standard. Whether websites, tickets, subtitles or apps – the possibilities are unlimited. "Tonio - Tone with Information" was founded in 2015 and is based in Vienna Austria. For more information, visit www.tonio.com

 

[1] Source: BARB, Kids 4-15, Gumball VIP APP 2017 Timeslots = 0830-0859 and 1700-1729

[2] Source: BARB, Kids 4-15, Gumball VIP APP 2017 Timeslots = 0830-0859 and 1700-1729