1. SQL Server - .NET Framework
Visual Studio
MTV successfully integrates TV and Internet
over Microsoft platform.
Overview "This has been so successful in terms of TV ratings and
Region: Latin America audience participation with the online community that
Industry: Entertainment & Media
we’ve already decided to continue to do this kind of thing
in the future, always seeking out new applications and
Business Situation ways of integrating our TV audience with Internet
A new TV program required a fully
integrated community platform to connect
initiatives."
an audience with the story. A big impact Luis Goicouría, VP of MTV Networks Latin America
and associated high web traffic was
expected.
MTV developed a fully integrated online community with their ISA
Solution
Guaridaazul.com was created on the tk+ TV program for teenagers. High engagement between audience
Microsoft Web Platform, developed with and actors generated a heavy workload for the IT infrastructure,
Visual Studio and .NET technologies, with
SQL Server and Windows Server to support based on Windows Server and SQL Server. Full availability and
strong traffic increase, full audience flexibility of this platform were critical components of success.
engagement and intense participation.
Applications were created by Looppa S.A. with .NET and Visual
Benefits Studio.
 4.4 million hits
 100% availability
 5000+ simultaneous users
 300.000 registered users
 More than 1.5 million items of content
uploaded by users and actors.

2. Situation total integration between the two”, says Johni
The convergence between TV and Internet Fisher, Co-Founder of Looppa.
has begun and a top entertainment company
such as MTV is capitalizing on the opportunity Solution
to launch new projects. The result: a Web This was how the online community called
Community based on its teen series ISA TK+. guaridaazul.com was created; its name
derived from a place where the stars of the
“The first season of ISA TKM on Nick had series hang out at school. The community’s
already hinted at success and so for the portal was heavily integrated with the TV
second one we began planning greater series from the start and focused on creating
integration with the Internet. Before this, the spaces for the audience to join in.
content of the TV series unfolded in parallel
with the portal but there was no interaction The synergy created between program and
between the two. The content was good, but community was overwhelming. The actors’
we knew we had to offer the audience lines and the storyline were adapted to
something far more original. Industry encourage a constant exchange between
indicators showed us that teenagers in Latin stars and fans. Both characters and fans
America were keen to participate if offered could upload content onto the website, but
the right environment”, comments Luis with the characters, they were carefully
Goicouría, Digital Media VP of MTV Networks scripted and timed to ensure that these
Latin America. moments were fully synchronized with the
program and achieved the greatest impact
Producers and script writers worked on the possible.
120 chapters of “ISA tk+” (te quiero más –I
love you more in Spanish) so that the Guaridaazul.com has status indicators, links
characters from the series could continue to Facebook profiles and allows videos to be
performing on the site and interacting with uploaded or filmed directly with a webcam.
their fans. However, ensuring the continuity There is also a notice board, a space to
and coherence of these roles was a major publish photos or articles, a trivia application
challenge. and an internal search engine which allows
all kinds of content to be found quickly and
MTV sought the assistance of Looppa S.A., a easily. As most portal users are under age, all
company specializing in creating online the published content is screened by
communities, to create the technology Looppa’s team, which ensures that the basic
platform required to bring this network of TV guidelines for this style of interactive portal
viewers to life. are rigorously respected.
“This was fairly challenging as the proposal Behind the user interface there are different
was undoubtedly going to have a high impact flows of tasks and business logic which
and we needed to develop a platform able to encourage interaction between participants
support it. The program’s features and the as well as Facebook integration. “Thanks to
format for interaction proposed for its fans .NET, we will be able to handle future
meant that we needed a powerful connections with other communities such as
infrastructure. We were not looking to do mundonik.com, for example, independently
something traditional like broadcast TV over of the portal’s own technology, as long as the
Internet or offer a portal which just SQL Server is shared as a database”, adds
accompanied the program, but develop a David Balogh, Looppa’s CTO, in reference to

3. For More Information the Looppa Cosmos platform. This allows for we also had a tremendous impact, with over
About Microsoft Argentina the horizontal integration of all the vertical 100,000 additional registered users with a
www.microsoft.com/argentina communities which MTV creates around each high level of participation”, adds Balogh.
About Microsoft Latin America of its series.
www.microsoft.com/latam Another interesting aspect of the project was
The entire technology platform was how they managed the financing, by
About MTV developed by Looppa and is based on integrating advertising campaigns well-suited
www.mtvla.com
Windows Server with SQL Server as a to the community medium and context.
About Looppa S.A. database and the .NET 3.5 framework. “We Several sponsors held high-impact launches
www.looppa.com chose to work with Looppa because they or exclusive promotions.
have the experience we needed for the
project. We’ve been able to optimize the way “This has been so successful in terms of
we work with this channel to achieve long- rating and audience participation with the
term success because of the continuous online community that we’ve already decided
monitoring of traffic statistics and a thorough to continue to do this kind of thing in the
understanding of which resources work and future, always seeking out new applications
which don’t”, explains Goicouría. and ways of integrating TV viewers with
Internet proposals. We’re a media company
Benefits and as such we need to think in an
The community has grown exponentially: integrated way about the channels we use.
nearly 300.000 registered users followed the We want boys and girls to enjoy the program
chapters in the series with a high level of online as much as they do on air”, adds Luis
engagement. “We have accumulated over Goicouría, Digital Media VP of MTV Networks
one and half million pieces of content Latin America.
provided by the boys and girls following the
series, including photos, comments, videos The development and online launch of the
and avatars. This particular portal model has portal and web application created to support
allowed us to sustain an average of 13 this community required two months’ work.
minutes per active connection (while the Given its resounding success, MTV has
market average is 5 minutes), with peaks of decided to continue with a similar model for
5,000 simultaneous users whenever one of its new series “Soy tu SuperStar” (I’m Your
the characters posted something important, SuperStar) which has an online reality format.
which put a lot of pressure on the “In this case we linked both portals through a
infrastructure. Despite more than a three-fold Looppa Cosmos, with a unified login, which
increase in site activity, we were always able simplifies things for users switching from one
to offer 100% server availability thanks to the community to another when both have
stability and scalability of the Microsoft separate content. The adaptation of this
technology at the core of the system”, program only took us a month thanks to the
explains Johni Fisher. The site received over ease with which Microsoft tools and
4.4 million hits, nearly 68 million pages views technologies can be developed”, adds Fisher.
4.5 million of video views and more than one
million comments.
Document published 27/09/2010
Once the application in Spanish was finished,
and thanks to the .NET and Visual Studio
resources, “it was very easy to migrate
everything to the Portuguese version, where