'The X Factor' maker runs 'taggable' video study

The X Factor producer FremantleMedia has partnered with WireWAX for a new study into next generation online video technology.

WireWAX offers "taggable" video systems enabling media firms to introduce clickable hotspots to people and objects in videos. The technology, which works similarly to tags in Facebook photos, adds click-through links diverting users to related images, applications, websites, interactive games and other content.

WireWAX will work with FremantleMedia's FMX media division for the study, which aims to understand how video content can be transformed from a passive, "lean back" experience to a more active, "lean-forward" approach.

The study will investigate the synergy between content and interactivity by charting viewers' engagement with clickable videos. The results will be published in a report later this year.

For the research, WireWAX's taggable video tools will be implemented in Sorted, FremantleMedia's online cooking community aimed at 18 to 30-year-olds.

Viewers will be able to click on the featured chefs to access additional content, as well as find out more about recipe components by clicking on the different ingredients.

Claire Tavernier, senior executive vice president at FMX, said: "We are delighted to be working with WireWAX on this trial. This is the continuation of our work in pushing the boundaries of interactive storytelling.

"The innovative WireWAX technology is a fascinating new tool and we hope to work more with them in the future."

The study follows the implementation of taggable video technology for hit ITV2 series The Only Way Is Essex, attracting more than 80,000 clicks for 100,000 video views.