Interactive TV Company Looks to Pay Viewers

At a time when much of the television business is discussing which type of research currency to use to measure TV viewership for advertisers, interactive TV company iPowow is looking to fund a plan to create a cryptocurrency that would pay people for watching their favorite shows.

Jill Rosengard Hill, executive VP at market research firm Magid, said there was potential to the idea of a reward program for TV.

“There is a segment of consumers who are open to the exchange of their data for a fee,” she said.

A recent Magid study found 33% of mobile users said they would give up access to their data in exchange for a discount.

“Marketers are looking at loyalty programs or the exchange of coins, gifts or money to drive loyalty and to drive tune-in,” she said.

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