• by David Goetzl  @dgoetzl, August 17, 2012

There may come a time in the not-too-distant future when a prime-time staple without a second-screen app is a rarity. USA is launching one for its WWE “Monday Night Raw” programming, allowing live syncing between a mobile device and the broadcast.

Viewers can use iPads and other tablets to participate in polls and access supplemental content while viewing the show. Simultaneous viewing not only builds viewer engagement, but offers opportunities to boost ad revenue, particularly if related content pops up on the mobile device as an ad runs.

USA recently added an extra hour of the longtime WWE series. The free app powering the second-screen offering -- also usable with Android devices -- also includes a WWE Universe mobile platform with continuous content.   

In addition to videos and other offerings, the app will provide social media commentary from WWE personalities, while geotargeting allows ticket purchasing for local events.

WWE worked with Bottle Rocket to develop the app. The company has extensive experience in the entertainment space, having worked with Food Network, ESPN and TBS.

Late last year, USA worked with Shazam to launch a second-screen app for the drama “Covert Affairs.” Earlier this year, Lexus sponsored Shazam second-screening opportunities for episodes of USA’s “Psych,” as well as fellow NBCUniversal networks Syfy’s “Being Human” and E’s “The Soup.”

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