Americas 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 networks TV Everywhere streaming service, gamification and social TV funtionality – with marketing partners able to create transmedia storytelling experiences. As part of this, the network is moving its digital navigation tools to the bottom 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 platform RebelMouse and cloud content tech provider Watchwith.
“As part of USA’s digital evolution, we are embracing this multiplatform world by marrying all 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 give brands a unified and fluid fan interaction, organically extending their presence everywhere the consumer is.” 
The site will go live on 6 June.
