TRT World launches Tough Choices interactive audio experience on Amazon Alexa
Taking the smart speaker experience to the next level, TRT World has launched the Tough Choices interactive audio adventure on emerging Amazon Echo smart speaker devices. This new voice activated service is the first of its kind to be launched by a global broadcaster and is available immediately to Amazon Echo users worldwide by asking “Alexa, enable Tough Choices”.
As an international media company, TRT World is among the first to develop a voice activated game for smart speaker devices. TRT World’s voice-activated products include a Daily News Quiz for Amazon Alexa and Google Home, along with a Daily News Brief skill for Amazon Alexa.
“We have been experimenting with smart speakers in an effort to find a unique and original approach to this new platform. Our initial entry into the space allowed us to have an early presence on Amazon Echo,” said Murat Akguc, Managing Director at TRT World. “Although there are news organisations distributing audio content on Amazon Alexa and Google Home, TRT World has taken a different approach. After running initial experiments using text-to-speech versions of voice serviceswe shifted our strategy to focus on delivering a more ‘human’ experience through real voices.”
With the launch of Tough Choices, TRT World is using immersive audio storytelling to shed light on the human cost of war. In this touching story, users control the narrative with their voice by making tough choices while navigating their family to safety in the aftermath of a bomb attack in Afghanistan.
The smart speaker market is an opportunity to extend the reach of TRT World and acquire new users by packaging and distributing digital native audio experiences on voice activated devices. “As a media company in its early days of achieving worldwide reach, it was a challenge to prioritize Amazon Alexa and Google Home over chatbots. But we are betting on the underlying workflows and processes that are being put in place for delivering richer experiences across a wide variety of platforms,” said Mr Akguc. “Leveraging the same content to develop or enrich new products across TV, web, mobile, and messaging is the way to go, and offers greater reach for our content.”