Crackle Bows New TV-Like Interface (Always Playing), Unveils Scripted Shows
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Crackle on Tuesday unveiled a live-streaming user interface that it believes will offer viewers (and advertisers) a curated experience designed to replicate the look and feel of good ol’ linear TV.
In its first official upfront presentation since announcing it would ditch the cluttered NewFronts scene, the Sony-owned Crackle took the wraps off “Always On,” a new format that begins playing full-screen video as soon as the user launches the app.
As the video plays — let’s say it’s an installment of Jerry Seinfeld’s popular “Comedians in Cars Getting Coffee” — the user can toggle through a menu of content related to that particular streaming program. The new format replicates the old “eureka!” sensation of stumbling across something good while channel surfing, while also making the search functionality a more user-friendly experience.
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