Agile Computing Authors: John Mertic, Elizabeth White, Ruxit Blog, Liz McMillan, Pat Romanski

News Feed Item

New NATPE and CEA Research Finds Show Producers and Creators See Second Screen Becoming Permanent Part of Viewing Experience

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.orgwww.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.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
“Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. CloudBerry Backup is a leading cross-platform cloud backup and disaster recovery solution integrated with major public cloud services, such as Amazon Web Services, Microsoft Azure and Google Cloud Platform.
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
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 and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm ...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
A completely new computing platform is on the horizon. They’re called Microservers by some, ARM Servers by others, and sometimes even ARM-based Servers. No matter what you call them, Microservers will have a huge impact on the data center and on server computing in general. Although few people are familiar with Microservers today, their impact will be felt very soon. This is a new category of computing platform that is available today and is predicted to have triple-digit growth rates for some ...
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue an...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.