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Sky reveals first use of speed reading tech, condenses one season into 30 seconds

Last month DDB announced it was working with Sky Television to share the text streaming technology Spritz with Kiwis. And the first example of this went live this week in a digital campaign to promote the catch up weekend of True Blood season six on SoHo, before the seventh and final season begins.

Sky, which occasionally needs to do a bit of audience re-education when series that may have originally been on free-to-air come across to its network, is bringing Spritz to viewers for the first time as a way to help them catch up on their favourite TV series in the space of a 30 second ad, before they get a complete catch up with SoHo’s Box-Set weekends and are ready for the latest season.

Spritz is a technology that lets you read up to 60 percent faster than the average (220 words per minute) and it does it by taking away the time-consuming part of reading, the actual eye movements from word to word and sentence to sentence.

“Traditional reading involves publishing text in lines and moving your eyes sequentially from word to word,” says chief executive and co-founder, Frank Waldman. For each word, the eye seeks a certain point within the word, which it calls the “Optimal Recognition Point” or ORP. 

Credits:

SKY Television

Marketing Director – Mike Watson

Product Brand Manager – Amber Cooke

DDB New Zealand

Executive Creative Director: Shane Bradnick

Digital Creative Director: Haydn Kerr

Creative Director: Chris Schofield

Art Director: Jian Xin Tay

Copywriter: Kiran Strickland

Senior Business Director – James Blair

Lead Digital Designer: Jason Vertongen

Executive Producer: Liz Knox

Producer: Sheetal Pradhan

Lead Technologist: Cameron Crosby

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