|By Business Wire||
|January 27, 2014 03:53 PM EST||
The National Association of Television Program Executives (NATPE||Content First) and the Consumer Electronics Association (CEA)® today released the findings of the second part of their first-of-its-kind joint research study on Second Screen. Part One of the study, released earlier this month, focused on consumers and found nearly all (91 percent) of Second Screen viewers access asynchronous program content, yet only 42 percent have tried synchronizing their content experience to live TV. Part Two features qualitative research collected through in-depth interviews with some of the industry’s top show runners about the future of Second Screen and how they factor it into the creative process.
The report, presented today during a panel session at NATPE||Miami, shows that nearly all participants view Second Screen as an inevitable part of the future, and see tremendous potential in content designed for synchronous viewing, the simultaneous usage of both a primary screen and second device, as well as asynchronous viewing. Findings show that while some believe there are strong opportunities for synchronous viewing going forward, producers are still searching for the best solutions to optimize technology to create a seamless experience for the viewer. Second Screen content designed for synchronous viewing does not currently have unanimous support among show runners beyond sports, reality shows and news. These findings align with those from Part One of the study, which found the majority (72 percent) of consumers who access synchronized Second Screen content say it is appropriate only for certain kinds of shows.
Nineteen producers representing a cross section of the industry – including drama, comedy and reality programming – participated in 30-minute interviews with E-Poll Market Research to discuss their thoughts and approach to Second Screen. The group included Vince Gilligan (“Breaking Bad,” “The X-Files”); Bruce David Klein (“Hotel Impossible,” “Frenemies”); Damon Lindelof (“Lost”); Caryn Mandabach (“Nurse Jackie,” “That ‘70s Show”); Mark Scarpa (“The X Factor Digital Experience,” “Grammy Live”); Kara Vallow (“Family Guy,” “American Dad!,” “The Cleveland Show”); and Anthony Zuiker (“CSI,” “CSI: NY,” “CSI: Miami”). The majority of these producers say there are some current examples of truly effective and immersive Second Screen executions for television shows, such as “The Walking Dead,” “The Office” and “Scandal.”
Second Screen a Tool to Drive Primary Screen Viewing
Most study participants said they are excited about the opportunities Second Screen content will provide creators, from building and sustaining a brand to providing a more meaningful connection between viewers and content. They view the Second Screen largely as a tool to drive viewers back to First Screen content. This view parallels the findings of Part One of the research study, which found that 63 percent of consumers accessing synchronized content on the Second Screen say it makes them feel more connected to the shows they are watching. Producers gave Twitter and IMDB high marks for being the most effective live, Second Screen viewing experience for all genres, allowing viewers to replicate the experience of watching a program with a large audience or even the show’s actors.
"The results of this research, along with the findings on the consumer technology side that were presented at CES, offer a truly ground-breaking look at the opportunities and challenges we face with the Second Screen phenomenon,” said NATPE President and CEO Rod Perth. “This research offers great insight into the value of program brands and how to sustain them before, during and after they air, which ultimately benefits both advertisers and consumers."
“Phase One of our joint research project helped identify key areas of consumer interest in engaging in the Second Screen experience,” said CEA President and CEO Gary Shapiro. “Part Two provides critical insights on Second Screen from the television production community. A deeper exploration of the intersection of these two studies will help device manufacturers and content producers identify a winning, strategic approach to develop this promising market by providing tangible benefits to viewers.”
Unlimited Opportunity in Asynchronous Content
There is consensus among the producers and creators interviewed that content not meant for live viewing presents an additional Second Screen opportunity to maximize and extend their brand. While opinions about Second Screen are mixed, nearly all agree that, if done properly, Second Screen offers a significant opportunity to grow and sustain audiences around appointment viewing television, and to increase viewer loyalty.
Additionally, the producers and creators surveyed found that the Second Screen enhances the viewing experience in a number of ways: building social currency among viewers; making viewers feel special; bringing about a deeper experience with the primary content; creating a shared viewing experience and sense of community among fans; and maintaining a show’s relevance by offering viewers a platform to continue to interact and talk about the program, even when it’s not on air.
Resources, Technology are Key Challenges – and Opportunities
Along with the issue of Second Screen comes the demand for resources to create meaningful, high-quality content. Most respondents say there is not enough time, talent or funding at this point to give the Second Screen the attention it and the audience deserve, and they struggle with using technology to create an immersive experience. Also, show runners have concerns that real-time viewing on both screens will pull attention from the primary content, leaving viewers with a disjointed experience, which could hurt the brand. They don’t want to neglect First Screen material to create Second Screen content if it’s not going to be truly complementary – and not just promotional – particularly as they seek ways to monetize the Second Screen experience.
Despite the obstacles, the show creators and producers see opportunities for the Second Screen to:
- Create an extension of the program brand and serve as an incubator for new ideas.
- Better involve advertisers, enabling the funding of truly immersive engaging content.
- Transform viewers into brand ambassadors for programs through deeper engagement.
- Change the way younger generations consume entertainment, and usher in more advanced Second Screen experiences – with the proper technology to support it.
- Draw viewers into real-time participation, better allowing producers to make stories both with and for the audience, creating a sense of audience ownership.
The executive summary of the survey results is available for media upon request and the complete report will be available for free to NATPE members who email [email protected] with subject line “2nd Screen TV Viewing Research Request” (make sure to include your full name and company), and to CEA member companies at members.CE.org. Non-members can purchase the study for $1,000 at store.ce.org.
About NATPE||Content First
Celebrating more than 50 years of service to the ever-evolving global television industry, NATPE continues to redefine itself and the services it provides to meet the needs of its members and the industry. What has remained constant is NATPE’s commitment to encouraging the growth and supporting the success of video content development, creation, production, financing and distribution across all platforms.
The annual Market and Conference will once again be held at the Fontainebleau Resort, Miami Beach (Jan. 27-29, 2014). NATPE also produces NATPE||Europe, Prague Hilton Hotel, Czech Republic (June 23-26, 2014) the premier market for the dynamic and evolving content industry centered in the CEE. Visit us at www.natpe.com.
About the Consumer Electronics Association
The Consumer Electronics Association (CEA) is the technology trade association representing the $208 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – the world's gathering place for all who thrive on the business of consumer technologies. All profits from CES are reinvested into CEA's industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media.
About E-Poll Market Research
E-Poll Market Research is a full service consumer research company providing quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. Since its founding in 1997, E-Poll has worked with major networks, distribution companies, and advertisers to set the standard for media research and understand consumer attitudes and behaviors in a shifting media landscape.
Headquartered in Los Angeles, E-Poll produces the industry-leading E-Score research measuring the marketability of celebrities, brands, popular characters and entertainment programs. More information is available at www.epollresearch.com.
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Jul. 27, 2016 04:45 AM EDT Reads: 2,254
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Jul. 27, 2016 04:30 AM EDT Reads: 2,481
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.
Jul. 27, 2016 04:00 AM EDT Reads: 1,550
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jul. 27, 2016 02:15 AM EDT Reads: 2,591
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
Jul. 27, 2016 02:15 AM EDT Reads: 1,434
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jul. 27, 2016 12:00 AM EDT Reads: 1,942
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 26, 2016 11:00 PM EDT Reads: 2,593
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Jul. 26, 2016 11:00 PM EDT Reads: 2,008
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 26, 2016 10:45 PM EDT Reads: 1,366
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
Jul. 26, 2016 09:00 PM EDT Reads: 2,049
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Jul. 26, 2016 08:00 PM EDT Reads: 361
Big Data engines are powering a lot of service businesses right now. Data is collected from users from wearable technologies, web behaviors, purchase behavior as well as several arbitrary data points we’d never think of. The demand for faster and bigger engines to crunch and serve up the data to services is growing exponentially. You see a LOT of correlation between “Cloud” and “Big Data” but on Big Data and “Hybrid,” where hybrid hosting is the sanest approach to the Big Data Infrastructure pro...
Jul. 26, 2016 07:15 PM EDT Reads: 1,936
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 26, 2016 06:30 PM EDT Reads: 2,137
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Jul. 26, 2016 05:45 PM EDT Reads: 1,831
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
Jul. 26, 2016 04:30 PM EDT Reads: 1,094
IoT generates lots of temporal data. But how do you unlock its value? You need to discover patterns that are repeatable in vast quantities of data, understand their meaning, and implement scalable monitoring across multiple data streams in order to monetize the discoveries and insights. Motif discovery and deep learning platforms are emerging to visualize sensor data, to search for patterns and to build application that can monitor real time streams efficiently. In his session at @ThingsExpo, ...
Jul. 26, 2016 04:30 PM EDT Reads: 1,030
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Jul. 26, 2016 04:00 PM EDT Reads: 1,054
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Jul. 26, 2016 03:45 PM EDT Reads: 1,723
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Jul. 26, 2016 03:15 PM EDT Reads: 407
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Jul. 26, 2016 03:15 PM EDT Reads: 940