ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

CBS expands Eye-lert system with mobile push notifications

CBS is expanding its Eye-lert notification system to include mobile push notifications on the CBS iOS application for greater real-time relevancy. 

The Eye-lert system is designed to alert viewers to time changes for Sunday primetime series on National Football League Doubleheader Weekends, which will run through Dec. 28. As of Sept. 14, the system?s expansion will be using multiple platforms in order to effectively reach all users.

?By using social and iOS push notifications for Eye-lerts, we're able to notify fans about delays in real-time on a show-by-show basis so that we're getting relevant updates to the right audiences,? said Rob Gelick, senior vice president and general manager of digital platforms for CBS Interactive Entertainment. ?We've expanded the Eye-lert system to get fans the information they need whichever way they prefer - push notifications, through the shows' social accounts, on CBS.com and of course, on-air.?

Multiple platforms
In case of delays, CBS will display revised start times for its programs on Sunday on the ticker featured on its homepage. It also aims to update viewers watching in real-time with aggressive on-air graphics if show start times are adjusted.

CBS hopes using multiple platforms will include millions of more viewers on expected changes in the television schedule.

In order to access the Eye-lert program, viewers may follow the Twitter and Facebook accounts of their selected Sunday shows, or download the iOS app for the mobile push notifications. On CBS?s Web site, social media links for each show are provided to facilitate a simple sign-up process.

?Mobile and social platforms are an excellent way to engage our audience before, during and after tune-in at scale,? Mr. Gelick said. ?We have an ongoing dialogue with fans of our shows on these platforms already.?

Keeping viewership
The Eye-lert program is especially beneficial for viewers who choose to record their favorite shows, since they will be able to adjust the recording window accurately. Notifications can be received via text message or emails, per the viewer?s request.

Football fans can also sign up for the push-notifications to keep track of the expected end times for games. This also gives CBS a window to advertise its post-football shows to fans, consequently enticing them to watch more of its programs.

Television push notifications are likely to appeal to viewers who prefer to watch shows in real-time and are prone to forgetting exact start times. These types of fans would probably not benefit from CBS?s on-air ads, but would receive reminders from their mobile devices.

The Eye-lert mobile system will likely pave the road for other television stations to follow with push notifications based on people?s viewing preferences.

?Mobile is playing an increasingly bigger role in how people engage with content - both on social media, within the CBS app and mobile Web experiences,? said Mr. Gelick. ?This is only going to grow.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York