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Social media and Social TV engagements offer us ways to reach across multiple platforms to involve the viewers and engage them over many screens across hundreds of countries around the world.
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USA has spent the past 8 years expanding ways to bring the full 2 days of content and competition to life and provide our fans with the most direct and enriched environments to experience what it’s like to be AT the event, even if they are thousands of miles away. We work hard to understand who is watching this event and how they naturally consume media so that we can cater our Social TV offerings to best fit that viewer base. It is an exceptional show for CNBC and USA Network as it brings a different demographic and psychographic viewer base for the show. WKC is a uniquely produced event with thousands of dogs from 187 different breeds, and their handlers, spending all day Monday and Tuesday competing to make it into the big rings (Best in Group and Best in Show Broadcasts). Jesse Redniss: Everything that is being done in the Social TV space – from the networks and content producers – is more about driving further adoption and utilizing proven techniques with new strategies to find the right offerings for the audience. Lost Remote: How is this taking social TV to the next level? We will also have this on Facebook but it will be called the Great Dogs App. There will be a short story of the history of that breed. Consumers can go to the site and chose their breed or a popular breed and find out what makes that breed great.
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Mobile: Purina Pro Plan has created a mobile website. Facebook: Purina Pro Plan will have exclusive content such as a behind-the-scenes photo gallery, photos of dogs competing, and a photo gallery of the eventual winner. We will be touting this through our TV spots, display media, promoted tweets, etc. We also will be using #GreatDog to create a conversation around the great dogs that compete at Westminster, but then also to encourage consumers to Tweet using #GreatDog and tell us what makes their own pets great. Twitter: Purina Pro Plan will be live tweeting from the event to give consumers behind-the-scenes commentary of what is happening at the show. Viewers can also share their comments and opinions about the WKC dog show on Chatter. This allows fans to see all of the individual breed judging live along with a roaming camera in the benching area and connecting with dog owners and lovers. In addition to on-air involvement, Purina is sponsoring the live streaming content during both days along with the first night of WKC Chatter. Here are details from the brand followed by our interview with Redniss. USA hasn’t just integrated Purina into on-air spots, they’ve built a robust and content-driven digital and social strategy as well to integrate the brand into this fun, puppy filled event. In addition to a second screen partnership with Zeebox, USA is launched an impressive partnership with Purina, a leading pet food brand. We interviewed USA’s SVP of Digital, Jesse Redniss about the big event. In honor of the 137th Annual Show, the network is once again bringing social TV to the dogs.
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It’s been a year since USA Network innovated with their Ustream of the Westminster Kennel Dog Show.