America’s USA Network is using responsive design to unify the digital viewing experience across all screens for its 102m US viewers.

 Smartphones, desktop and tablets will receive the network’s TV Everywhere streaming service, gamification and social TV funtionality – with marketing partners in a position to create ‘ transmedia storytelling experiences’. As element of this, the network is moving its digital navigation tools to the lowest of the screen and placing the interactivity bar within a thumb’s reach. To create its new strategy, USA partnered with gamification specialists Bunchball, responsive designers Empathy Lab, social agency RebelMouse and cloud content tech provider Watchwith.

“As a part of USA’s digital evolution, we’re embracing this multiplatform world by marrying each of the screens for stronger two-way engagements with our compelling content,” says Alexandra Shapiro, EVP of USA Network. “We have eliminated the walls between TVs and mobile devices to present brands a unified and fluid fan interaction, organically extending their presence everywhere the patron is.”

The site will go live to tell the tale 6 June.