Second screen

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A second screen involves the use of a computing device to provide a different viewing experience for content on another device.

Contents

The term commonly refers to the use of such devices to provide interactive features, like posts on social media platforms that take input from the audience during a broadcast, such as a television program. This type of technology is designed to keep the audience engaged with whatever they are watching [1] and has been found to support social television and generate an online conversation around specific content. [2] [3] It is a type of screen casting technology that allows a smartphone or tablet to display its contents on another screen. A second screen can also refer to having multiple monitors connected to a computer.

Analysis

Several studies [4] [5] show a tendency to use another device while watching television such as a tablet or smartphone. Other studies distinguish a higher percentage of comments or posts on social networks about the content that is being watched (Nielsen ratings). [6] [7] [8]

Besides keeping the audience engaged (via polling, chatting, providing additional information about content and participants, etc.) and generating revenue via advertising, a second screen can be used as a metering solution to get information about the audience. Being more far-reaching and inexpensive, a second screen may replace people meters in the future. [9]

One trend hampering the growth of second screens is that many shows are creating their own applications for them. It is considered impractical to expect users to download multiple applications and switch between them for each channel or show. [10]

Conference and business meeting organizers may also incorporate second screens to deepen audience engagement. [11] According to "2014 Trend Tracker", [12] the second screen phenomenon is a significant and growing trend. "Attendees are so glued to their devices, even while watching a live presentation (or at home, on television) that marketers are supplying them with a simultaneous engagement tool they can access on that device," says Robin Stanley, VP-design and creative at GES. [13] "Software tools allow conference session presenters to share slides and presentations in real-time, so attendees can follow on with their device in hand." Second screen technology at conferences can be an integral part of the event experience by allowing conference attendees to engage with the speaker and other participants.

Applications

Many applications designed for the second screen give another form of interactivity to the user and another way to sell advertising content. [14] Second screening may also involve applications not formally connected to the primary entertainment. [15] Some examples include:

Sports broadcasting

Sports broadcasters, to stem the flight of the audience away from watching the main screen (the television) to the second screen, are offering alternative content to the main program, such as unseen moments, alternative information, soundtracks, and characters. Proposed new technologies allow the viewer to see different camera angles while watching the game. [29] [30]

TV2 (Denmark), Denmark's largest commercial TV channel, synchronized its Second Screen service with the live broadcast of the Giro d'Italia cycling race from May 5 to May 27, 2012. Viewers on all internet devices could get rider stats, biographies, news, stage reviews, city information, weather updates, and more. Viewers scanned a QR code on the TV broadcast to get connected or typed in a short URL. [31]

In the US, HDNet Fights utilizes a second screen service that synchronizes with live MMA broadcasts. Viewers on smartphones and tablets can get stats, vote on fights and rounds, chat, win prizes, and see how fellow second screen users voted on fight outcomes. [32]

Examples

Primary ScreenSecond Screen
Ares Interactive Media iOS, Android, Windows, Mac, Linux
Dreamcast VMU
Select Dish Network Receivers iOS and Android devices using Dish Anywhere Mobile App
Select Disney Blu-ray discs and DVDs iPad and devices running Adobe Flash using Disney Second Screen
GameCube Game Boy Advance using Nintendo GameCube – Game Boy Advance link cable
PlayStation 3 PlayStation Portable and PlayStation Vita using Remote Play
PlayStation 4 PlayStation Vita using Remote Play; iOS and Android devices using the PlayStation App [33]
Wii Nintendo DS
Wii U Wii U GamePad and Nintendo 3DS
Xbox 360 Windows 8, Windows Phone, iOS, and Android devices using Xbox SmartGlass
Xbox One Windows 8, Windows Phone, iOS, and Android devices using Xbox SmartGlass [34] Windows 10 PCs using an Xbox App [35]

See also

Related Research Articles

<span class="mw-page-title-main">Interactive television</span>

Interactive television is a form of media convergence, adding data services to traditional television technology. It has included on-demand delivery of content, online shopping, and viewer polls. Interactive TV is an example of how new information technology can be integrated vertically into established technologies and commercial structures.

Streaming television is the digital distribution of television content, such as television shows and films, as streaming media delivered over the Internet. Streaming television stands in contrast to dedicated terrestrial television delivered by over-the-air aerial systems, cable television, and/or satellite television systems.

<span class="mw-page-title-main">BBC iPlayer</span> Television and radio streaming service

BBC iPlayer is a video on demand service from the BBC. The service is available on a wide range of devices, including mobile phones and tablets, personal computers and smart televisions. iPlayer services delivered to UK-based viewers feature no commercial advertising. The terms BBC iPlayer, iPlayer, and BBC Media Player refer to various methods of viewing or listening to the same content. To use the service, a valid TV Licence is required.

<span class="mw-page-title-main">Slingbox</span> Discontinued streaming media device

The Slingbox was a TV streaming media device made by Sling Media that encoded local video for transmission over the Internet to a remote device. It allowed users to remotely view and control their cable, satellite, or digital video recorder (DVR) system at home from a remote Internet-connected personal computer, smartphone, or tablet as if they were at home.

<span class="mw-page-title-main">My5</span> Video-on-demand brand name

My5 is the brand name of video-on-demand services offered by Channel 5 in the United Kingdom. The service went live on 26 June 2008. It is owned by Paramount Global and operated by their Paramount Networks UK & Australia division.

<span class="mw-page-title-main">NBA League Pass</span> Sports television service

NBA League Pass is the National Basketball Association's direct-to-consumer subscription-based product that provides live and on-demand NBA games. It is available to those in the United States and also as an international package for all other countries. TV versions can be viewed through a cable or satellite TV provider, as well as an over-the-top streaming service operated by the league.

Social television is the union of television and social media. Millions of people now share their TV experience with other viewers on social media such as Twitter and Facebook using smartphones and tablets. TV networks and rights holders are increasingly sharing video clips on social platforms to monetise engagement and drive tune-in.

<span class="mw-page-title-main">Sky Go</span> Online television service

Sky Go is a streaming television service from Sky Group provided free for Sky TV subscribers in the United Kingdom and Ireland. It complements Sky TV by allowing subscribers to watch live and on demand Sky TV via an internet connection on the go. The Sky Go app is available on Windows and Mac computers and also on Android and iOS devices.

<span class="mw-page-title-main">ITVX</span> British online video-on-demand service

ITVX is a British ad-supported video-on-demand streaming service operated by ITV. The service offers original content from the broadcaster, as well as some exclusive and licensed programming.

Civolution is a provider of technology and services for identifying, managing, and monetizing audio and video media content. The company offers a portfolio of proprietary and patented digital watermarking and digital audio and video fingerprinting technology for media protection: forensic tracking of media assets in pre-release, digital cinema, pay TV and online; media intelligence: audience measurement, broadcast monitoring, internet and radio tracking; media interaction: automatic content recognition and triggering for second screen and connected television.

A smart TV, also known as a connected TV (CTV), is a traditional television set with integrated Internet and interactive Web 2.0 features that allow users to stream music and videos, browse the internet, and view photos. Smart TVs are a technological convergence of computers, televisions, and digital media players. Besides the traditional functions of television sets provided through traditional broadcasting media, these devices can provide access to over-the-top media services such as streaming television and internet radio, along with home networking access.

An over-the-top (OTT) media service is a media service offered directly to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television platforms—the mediums through which companies have traditionally acted as controllers or distributors of such content. It has also been used to describe no-carrier cellphones, for which all communications are charged as data, avoiding monopolistic competition, or apps for phones that transmit data in this manner, including both those that replace other call methods and those that update software.

Samba TV is a television technology company that offers real-time insights and audience analytics. It was founded in 2008 by early employees of BitTorrent, including Samba TV's current chief executive officer, Ashwin Navin. The company develops software for televisions, set-top boxes, smart phones and tablets to enable interactive television through personalization. Through its portfolio of applications and TV platform technologies, Samba TV is built directly into the TV or set-top box and will recognize onscreen content—live or time-shifted—and make relevant information available to users at their request. The service is available only after a user activates it on a device, and is supported by interest-based advertising delivered on the television or on devices within the household. Through APIs and SDKs for mobile application software developers, Samba TV is usable on a second screen or the TV itself. Samba TV has a global addressable footprint of 46 million devices globally, 28 million of which are in the United States. Its devices are distributed in roughly 118 countries.

<span class="mw-page-title-main">Beamly</span> Software company in United Kingdom

Beamly was a social platform based in London, UK and New York City, United States. The company was founded in April 2011 as tBone TV, later renamed to Zeebox, by Ernesto Schmitt and Anthony Rose. It was started as a social discovery and engagement platform with 2nd-screen TV, creating the concept of social television.

<span class="mw-page-title-main">Social media and television</span>

Social media and television have a number of connections and interrelationships that have led to the phenomenon of Social Television, which is an emerging communication digital technology that centers around real-time interactivity involving digital media displayed on television. The main idea behind Social Television is to make television consumption a more active content experience for audiences. In the 2010s, social media platforms and websites allow for television shows to be accessed online on a range of desktop and mobile computer devices, smartphones and smart TVs that are still evolving today in the 2020s. Alongside this, online users can use social media websites to share digital video clips or excerpts from TV shows with fellow fans or even share an entire show online. Many social media websites enable users to post online comments on the programs—both negative and positive—in a variety of ways. Viewers can actively participate while watching a TV program by posting comments online, and have their interactions viewed and responded to in real time by other viewers. Technologies such as smartphones, tablets, and laptop computers allow viewers to watch downloaded digital files of TV shows or "stream" digital files of TV shows on a range of devices, both in the home and while on the go. In the 2020s, many television producers and broadcasters encourage active social media participation by viewers by posting "hashtags" on the TV screen during shows; these hashtags enable viewers to post online comments about the show, which may either be read by other social media users, or even, in some cases, displayed on the screen during the show.

<span class="mw-page-title-main">Xbox (app)</span> Software

The Xbox app is an app for Windows 8, Windows 10, Windows 11, Android, iOS and Tizen. It acts as a companion app for Xbox video game consoles, providing access to Xbox network community features, remote control, as well as second screen functionality with selected games, applications, and content.

Microsoft mobile services are a set of proprietary mobile services created specifically for mobile devices; they are typically offered through mobile applications and mobile browser for Windows Phone platforms, BREW, and Java. Microsoft's mobile services are typically connected with a Microsoft account and often come preinstalled on Microsoft's own mobile operating systems while they are offered via various means for other platforms. Microsoft started to develop for mobile computing platforms with the launch of Windows CE in 1996 and later added Microsoft's Pocket Office suite to their Handheld PC line of PDAs in April 2000. From December 2014 to June 2015, Microsoft made a number of corporate acquisitions, buying several of the top applications listed in Google Play and the App Store including Acompli, Sunrise Calendar, Datazen, Wunderlist, Echo Notification Lockscreen, and MileIQ.

YuppTV is an over-the-top (OTT) content provider for South Asian content including live television and films with recording and storage features. YuppTV allows broadcasters and content providers to reach an audience, and allows consumers to view content on up to six screens of connected TVs, STBs, PC, smartphones, tablets and game consoles.

Automatic content recognition (ACR) is a technology used to identify content played on a media device or presented within a media file. Devices with ACR can allow for the collection of content consumption information automatically at the screen level itself, without any user-based input or search efforts. This information may be collected for purposes such as personalized advertising, content recommendations, sale to customer data aggregators and other applications.

References

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Further reading