Viewers of NBC reality mainstay The Voice will be able to vote for their favorite performers by using their Comcast Xfinity X1 remote, thanks to a new venture by NBC and its corporate parent that the companies call an industry first.
About 52% of Comcast’s industry-leading 22.5 million U.S. cable subscribers have the souped-up X1 platform, an advanced interface the company has been rolling out in recent years. X1 features enhanced discovery tools, voice recognition and a range of OTT content from Netflix and YouTube.
Through the X1 voice remote, fans watching Monday and Tuesday night airings of The Voice on X1 can access their on-screen ballot by saying, “Vote for The Voice,” or by pressing the “info” button on the remote. A panel on the right side of the TV screen will appear, categorizing the artists by team and enabling users to browse through and vote for performers. Viewers can cast one vote per artist via X1 during the live broadcast and up to one hour after the end of the broadcast.
“We look forward to amplifying the excitement of the live shows even more by giving fans of watching The Voice on X1 a new way to interact with the show this season,” said Daniel Spinosa, VP of entertainment services for Comcast’s cable division Vice President. “We believe X1 offers customers the best in-home entertainment experience, and this is another great example of how we are partnering with networks to leverage the platform to create new interactive experiences.”
Comcast has developed partnerships between X1 and major live draws like the Academy Awards telecast on ABC, feature films entering on-demand windows, NBC’s Olympics coverage and fantasy sports. In announcing its third-quarter earnings last month, execs touted the strength of X1. “It’s a shame” more Wall Streeters and media figures can’t get X1 as Comcast is not in New York, CEO Brian Roberts said during the company’s earnings conference call.
“The Voice has always been a show that leverages the digital space, and each season we continue to innovate on ways to engage fans across platforms,” said Rob Hayes, EVP of digital at NBC Entertainment. “The X1 partnership, which gives audiences a seamless interactive viewing experience, is a natural extension of The Voice’s brand as one of the most social shows on television.”