August 8, 2013

NBC’s Today Show has redesigned its mobile application to focus more on customized content that keeps consumers coming back across the clock.

The morning program’s app revamp launches today and includes photos, articles and videos that tap into different mindsets of reports connoisseurs inside the day. There’s also a new split-screen option for viewing videos and reading articles simultaneously.

“We want consumers to have the foremost positive experience possible, whatever platform they’re using to connect to Today, so it was important to take our apps in-house to construct a product that leverages the entire multimedia report against the complete capabilities of mobile devices,” said Jen Brown, vp and executive editor at Today Digital, The big apple.

“We think we’ve achieved this by building an app that constantly feeds the audiences’ appetite for inspiring news stories inside the day and letting them multi-task while doing so with our unique multi-tasker mode,” she said.

Mobile morning
NBC cites its own research that finds mobile users as searching for continuous information in the course of the day because the explanation for why the corporate revamped the Today Show app.

For example, understanding that consumers are looking for a bit of positive news very first thing within the morning after they only have a few minutes to spare but are more inquisitive about one more style of news on the end of the day after they have more time was key inside the app’s development.  

The Today Show has also built the app in order that consumers can multitask while catching up at the latest news.

A multi-tasker split-screen feature divides the screen with one section displaying articles and any other showing videos.

A screenshot of the app

Additionally, the app was revamped to make it easier for consumers find and share content quickly.

For example, articles could be shared via Facebook, Twitter and Pinterest. Consumers can even save stories and photographs by touching the screen.

Additionally, consumers can choose between a checklist the kind of news that they need to receive from categories inclusive of lifestyle, entertainment and money.

During the launch phase, America’s Natural Gas Alliance will sponsor the app.

The Today Show app is out there for iOS, Android and Windows 8 devices.

The new Today Show iPad app

Mobile mindset
NBC originally launched an app in 2009 so to mobilize its Website (see story).

News networks are increasingly trying to mobile if you want to keep interacting with consumers while they’re watching programming and while they’re far from their television sets.

“We should be where the audience is whether or not that’s Facebook, Twitter, Pinterest, desktop, mobile or TV,” Ms. Brown said.

“As the mobile audience continues to grow, we’ll continue to push our product to satisfy the desires of our news consumers,” she said. “Our brands are platform-agnostic.”

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York