truTV is a television network in the USA. They want to make the world a funnier place. One way to do that is to make it easier to share the funny TV shows truTV makes. So we turned the network logo bug that sits in the corner of their shows into unique URLs that can be easily tweeted, texted, or posted. Each URL leads to the show segment that the viewer just watched.

Each week, shows are cut into various distinct segments, and each video is housed on a unique page of truTV’s Website. Vanity URLs are written for each segment, and graphics are created and passed to show producers.

Throughout each episode, URLs animate out of the network logo graphic, allowing viewers to easily text, tweet or post their favorite segments directly from the screen.

The technology was piloted during the 6th season of truTV’s hit series, Impractical Jokers, which launched in February, and will be rolled out more broadly across the network this year.

Shareable TV represents a change in content consumption and behavior. While initial usage has been modest, this project is viewed as a long-term investment, as we seek to train users on engaging with shows in this new way. Hashtags placed in the corner of TV shows weren’t adopted overnight, and neither will Shareable TV. In the future, this convention is likely to be adopted by other TV networks as they see the potential for an increase in viewership from this new utility that exposes new audiences to content through personal endorsement.