Second-screen devices and content aren’t competing with TV but are...
Second-screen devices and content aren’t competing with TV but are “complementary” to it, Aslam Khader, chief technology and product officer at interactive TV software company Ensequence, said at an industry conference Monday. Mike Ortman, Comcast vice president-content strategy and operations,…
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and Kirk Dulaney, Sony Electronics executive director-strategic business development, agreed. “Second screen is a must” today, said Dulaney. Viewers should be able to choose the experience they want for TV programs they watch, said Brad Dancer, senior vice president-audience and business development at National Geographic Channels. But second-screen content isn’t viable for every program, he said. TV programmers will learn a lot more about how viewers want to engage with TV programming over the next year, said Ortman and Dancer. “A year is a really short time in the TV world,” said Khader, who predicted the single screen will “reestablish itself as” something that’s attractive despite all the experimentation that will be made over the next year by TV programmers with multi-screen content. Ensequence and Verizon FiOS collaborated during the London Olympics to deploy a one-screen application providing athlete biographies, video highlights and “fun facts” to FiOS viewers, Ensequence said. The results offered strong proof that one-screen interactivity can drive opt-in rates of 39 percent, inspire 60 percent of viewers to repeat usage, and engage viewers for more than two minutes per session, it said.