American Express charges forward with interactive channel

Five multichannel video programming distributors (MVPDs)--AT&T (NYSE: T) U-verse, Verizon (NYSE: VZ) FiOS, Cablevision (NYSE: CVC), Dish Network (Nasdaq: DISH) and DirecTV (Nasdaq: DTV)--have lined up to deliver an American Express-branded digital channel that the credit card company is using to promote its capabilities.

Amex, in a deal with interactive TV solutions provider BrightLine, has set up the channel as essentially an "all things Amex" vehicle to drive its message to cardholders and potential cardholders with video clips, offers, games and information about the service. The channel will also be available through LG and Samsung IP-connected TVs. The potential viewing universe is expected to be around 50 million people.

In a New York Times story, BrightLine said this is "the largest interactive TV campaign ever." Amex, which did not announce how much money is involved, called the investment "significant."

"The idea is that we can create new ways of engaging with our customers," said Lou Paskalis, Amex's vice president for global media, content development and mobile marketing, adding that the company would test the service on the primary TV screen as well as second screen with apps for tablets and smartphones.

Viewers can access the channel via interactive banners, channel guide listings and overlays that appear next to American Express commercials, using BrightLine-based technology that is "part of a much larger strategy in the advanced TV space," Paskalis said.

For more:
- the New York Times had this story

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