Welcome!

Agile Computing Authors: Elizabeth White, Liz McMillan, Stackify Blog, ManageEngine IT Matters, Carmen Gonzalez

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
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
SYS-CON Events announced today that Carbonite will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Carbonite protects your entire IT footprint with the right level of protection for each workload, ensuring lower costs and dependable solutions with DoubleTake and Evault.
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
SYS-CON Events announced today that Systena America will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search and...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning 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 busin...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Adopting the right Digital Transformation strategy for your enterprise is crucial to keep up with rapid growth, customers' demands, and technological disruptions while remaining ahead of your market competition. Digital Transformation is no longer an option, it’s a requirement. Are you ready for tomorrow’s challenges? In his session at 20th Cloud Expo, William Morrish, VP of Commercial Operations at Interoute, will discuss these key takeaways.
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus intern...
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...