A new TV channel has launched on Facebook that allows viewers to interact in real time to compete to win cash prizes. 

CashPlayTV is a 24-hour quiz channel that runs solely on social networks and mobile devices. Viewers can watch via a browser on Facebook or on a mobile device via native apps for iOS and Android. 

The channel is licensed by Ofcom and is powered by the CashPlayTV App:Play platform, which the company says uses unique simulcast technology to transmit real-time video content to players. App:Play is a white label platform allowing broadcasters and other media publishers to deliver participation TV apps on social networks and mobile devices.

The channel presents a series of questions to viewers, while offering various ways to interact. Players can enter for free if they share the game with a friend, or can pay-per-play using Facebook Credits, in-app purchases, or premium rate phone numbers. The prize pot depends on the number of people taking part. The company says winners are paid “almost instantly” via Western Union, PayPal, or by cheque. 

Henry Bennett, MD at CashPlayTV said: “CashPlayTV ushers in a new age of participation TV by broadcasting and focusing viewer acquisition on social networks and mobile devices. Not only this, but by integrating with existing payment solutions on these platforms including Facebook Credits, in-app purchases, PayPal and SMS, the easy-to-use gaming experience provides players with an easy way to enter quizzes and a quick way to collect their winnings.”

Today also sees the launch of a £100,000 digital marketing campaign to promote CashPlayTV across multiple platforms. The company says that mobile app developers are a key part of the distribution of the channel as they will be able to embed CashPlayTV into their own applications and take a cut of all revenue generated as a result. Developers will be eligible to earn up to 40 per cent of all money played via their leads, according to CashPlayTV.