We now live in a world where people are easy to reach but hard to engage. The appetite for great content is fierce and often unpredictable. As such, competition for viewers is at an all-time high; consumers have taken command, all in search of fresh and high quality experiences. These shifts in user behavior and expectations require the entertainment industry to react and evolve.

Talpa, format owner for shows such as The Voice, is at the forefront of incorporating new technologies into their shows to better engage with their audiences. Looking to drive innovation and push the boundaries of content, Talpa, along with broadcaster GTV, worked with Google in a paid partnership to develop the smash-hit The Next Boy/Girl Band Indonesia within the Google Assistant in a first-of-its-kind type integration that enables 2-way conversations between the show and TV fans.

The close partnership between Google, who provided the technology and the platform, and GTV & Talpa, who brought deep audience insights, ensured that we created a captivating user experience that was seamlessly integrated into the show.

To deliver on millennials’ desires to both watch and play a role in the curation of content, Talpa and GTV integrated the Google Assistant as an avenue for the viewers to engage with the show on a personalised level.

To bridge the gap between on-screen content and that on the Google Assistant, GTV ensured that the storyline flowed continuously between the two, incorporating “natural promotions” throughout the show; including live present adlibs, video tutorials and promotions to encourage usage. Of course, real life Malvin and Vanya was totally in sync with their AI-versions.