While much has been said about a “second screen” powering television viewership, Ensequence is harnessing the power of the TV set, or “first screen,” in driving ratings as much as 20 percent for programmers, says CEO Peter Low, in this interview with Beet.TV

The company works with cable and satellite providers by providing an interactive button on the screen which allows viewers to access additional content.   Low says the implementation of the technology around the summer Olympics by NBC for Verizon FiOS subscribers, had a click-through rate of 40 percent.

Ensequence is also integrated in Sony smart TV’s and will be in more TV’s soon, Low says.

We spoke with Low earlier this month at the TV of Tomorrow conference in Manhattan.