As the television industry seeks to capture viewers on their mobile phones and tablet computers, ICM Partners talent agency has formed a partnership with a maker of applications for these second screens.
ICM said it will work with Screenz to create multiple screen experiences to fuel interest in TV shows, spur conversations online -- and, with luck, drive ratings.
"We want to be active in helping to shape the industry that we're in," said Keyvan Peymani, ICM's head of digital strategy.
Screenz has developed games that viewers can play as they watch a show, applications that incorporate conversations taking place on social networks like Facebook and Twitter, and augmented reality technology to extend the TV experience. The work it performed for such shows as "Big Brother," "MasterChef" and "The Million Pound Drop" increased visits to the broadcasters' websites and spiked traffic to each show's Facebook pages.