NATPE and CEA commissioned a two-part research study on...
NATPE and CEA commissioned a two-part research study on consumers using “second screen” devices to view video content, the organizations said in a news release (http://bit.ly/1fGa0HW). The study will measure “how the use of companion devices to interact in real…
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time with TV programming affects both the consumer experience and the creative process of the content universe,” they said. The study also “marks the beginning of a mutually beneficial relationship between NATPE and CEA,” said NATPE President Rod Perth. The first phase of the research will be an online quantitative study of U.S. TV viewers who use tablets, smartphones, laptops, gaming consoles or other electronics devices “to get information or content for TV programming before, during or after viewing,” the organizations said. Findings will be presented at CES in January. The second phase will be qualitative research with TV producers and showrunners on how second screen viewing affects the way they create content, and the “advertising opportunities that exist as a result of this evolution,” they said. Those results will be presented during NATPE Miami in January, they said.