Smart Screen Exclusive

By Chris Tribbey

Show producers and creators are increasingly turning to the second screen to better their brands, sustain their TV audiences for longer, and offer viewers a platform to interact and discuss the show when it’s not on the air.

That’s from the National Association of Television Program Executives (NATPE) and the Consumer Electronics Association (CEA), which gathered nearly 20 producers — including Vince Gilligan (“Breaking Bad,” “The X-Files”), Damon Lindelof (“Lost”) and Anthony Zuiker (“CSI”) for their thoughts on the second screen and how it relates to their shows.

“The results of this research, along with the findings on the consumer technology side that were presented at [the Consumer Electronics Show], 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.”

The producers and content creators said opportunities exist to expand second screen opportunities for non-live content, by bringing a more in-depth experience for a show beyond its initial airing, and by creating a sense of community among fans. However, the producers said the amount of time and money required to do the second screen right is a struggle to manage, and that real-time viewing on both screens pulls attention away from the primary content.

But while producers don’t want to neglect their first screen material to enhance the second screen, they did see more second screen opportunities for advertisers, and real-time participation among consumers.

The second screen is a tool to drive viewers back to first screen content, the study relayed, with Twitter and IMDB earning the most praise for offering the best second screen experiences.

“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.”

The first study — released at CES — found that 91% of second screen viewers access asynchronous program content, but only 42% have attempted to synchronize their content experience to live TV. Seventy-two percent of consumers who’ve accessed synchronized second screen content said it’s appropriate only for certain kinds of shows.

For more information about the report, visit store.ce.org.