Broadcasters should develop ‘second screen’ apps for top shows: report

Broadcasters should develop “second screen” apps associated with their top shows and content to better draw in viewers and sell more effective advertising, said a new report by Evolumedia Group and co-published by the Canada Media Fund (CMF). To reach as many personal connected device owners as possible, “producers and broadcasters do not have any other choice but to invest substantial amounts of money on the spread of compatible second-screen apps on all the smartphone and digital tablet operating systems (iOS, Android, BlackBerry, Windows 7),” the report said. The report, released Wednesday and called “The Second Screen and Television,” said the second screen phenomenon allows advertisers to better track viewer traffic and interactivity data. The report said second screen applications do not distract viewers and have the potential to increase their attention and satisfaction as they watch. “Viewers are therefore more loyal toward a show or a broadcaster,” the report said. “As such, they are more attentive to content and more receptive to advertising.” Evolumedia said the future of the second screen, which includes smartphones, tablets and laptops, “largely depends on right holders’ ability to create original main screen content that will spur the production of rich second-screen content that will keep viewers hooked.” Tessa Sproule, director of interactive content and unscripted and scripted programming for CBC/Radio-Canada's English services, said in an emailed statement that it’s still early days for second screens but the broadcaster recognizes the trend as a way to enrich the audience experience. “We know that the majority of our audience is watching television with a device,” Sproule said. “We want to enhance the experience and further engage with our audience with relevant, real time content.” She said direct interaction with CBC’s audience and fan base gives the broadcaster immediate feedback. CBC sees the second screen as an opportunity to better work with sponsors, she said. “These are early days in this technology but we see great potential for sponsors to connect directly with a targeted, and highly-engaged audience,” Sproule said. Evolumedia, a publishing company that provides advice on business and technological innovations in the audiovisual and interactive platform sectors, said the report is based on a collection of data from surveys, statistics, reports and white papers. Citing a study conducted last year by the Cable and Telecommunications Association for Marketing (CTAM), Evolumedia said 35 per cent of TV viewers in Canada looked at online content related to the program as they watched. According to data from CTAM, Evolumedia said the 35 per cent figure rose 31 per cent from the previous year. “The rise of second-screen apps is in full force at a time when television is amidst a new growth cycle (in Canada as well as in other main international markets),” the report said. At a June Institute of Electrical and Electronics Engineers (IEEE) International Conference in Ottawa, Brad Ferris, head of portfolio management for TV solutions at Ericsson, said more than 40 per cent of TV viewers use social media platforms on their smartphones or tablets while watching. dgrenier@thewirereport.ca

Broadcasters should develop ‘second screen’ apps for top shows: report

Broadcast | October 26, 2012

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