Encoding software: It all starts with content.
Backchannelmedia will provide plug-in software modules that operate seamlessly with industry-standard video production software (like Avid and Apple's FinalCutPro). As simply as adding a subtitle or a graphic overlay, content creators use this software to embed Token IDs into the video content stream at the moment of creation.
These Transaction IDs appear only on TVs set up to receive Backchannelmedia content. There will be no change in the viewing experience for those who have not yet signed up for the Backchannelmedia service.
Backchannelmedia's Token IDs reference a vast amount of information stored in the Token Registry, including — among other things — the time the ad was run, the visual form of the Transaction ID (Purchase, Download, Telephone or Information) that will appear on the viewer's TV and the link information that will appear on his or her Portal.
When their opt-in TV clicks are reported to Backchannelmedia, information about the viewer's interests and purchase history is recorded in the Backchannelmedia system to be accessed only by the advertisers and media outlets with whom the viewer has initiated a relationship with.