21014267
This research highlights new terms not found in other studies; however the thinking behind it is backed up by other studies by Red Bee Media, Mindshare alike, helping to break down specific uses for second screen devices. In relation to the topic question a closer look must be mate at ‘Simultaneous Usage’ more importantly, ‘Complementary Usage’. Simultaneous Usage •
Complementary usage relates to using the ‘second screen’ in relation to what is on the ‘first screen’. For example this could be related search, or even companion apps creating the added dimension to TV viewing Red Bee Media (2012) state a Companion App is an application that “syncs with the show to deepen engagement”. (Red Bee Media, 2012) Wallenstein (2011) expands this statement by explaining that anything from “insta-‐polls to exclusive photos and videos are used to appeal to viewers already using the second screen to engage in social media.” (Wallenstein, 2011) The social interaction around a TV show is known as Social TV, the next section will highlight how Social TV is a big driving force behind second scree’s scope.
Social TV -‐ Social Media Driving Second Screen One thing Google (2012) and Red Bee Media (2012) study’s identify is the use of social media whist watching TV. With Google (2012) stating 42% access social networking sites, whilst Red Bee Media (2012) quoting 74% accessing Facebook and only 36% accessing Twitter. Proulx (2012) describe Social TV as “the convergence of TV and Social Media.” (Proulx and Shepatin, 2012) This statement is true, however it is slightly lacking in depth. Bry (2012) describes the term ‘Social TV’ as “live digital interaction between people about TV, and interaction with that content.” Nicolas Bry as the senior VP at Orange Innovation Group would in fact be part of the team who help to develop ‘companion apps’, which has emerged as a result of Social TV. (TV Everywhere Enablers #4: Social TV, 2012) Through the use of companion apps such as Zeebox users are able to choose a show to watch through user generated content regarding the show, and share or tweet about whatever is on. (Zeebox, 2013) This style of social network integration into TV guides created an augmented TV experience for viewers, as they feel as if they are watching with their friends. (TV Everywhere Enablers #4: Social TV, 2012) Zeebox is one of many applications, Twitter (2012) argue the benefit of linking Twitter with TV shows such as MTV Music Awards as it allows viewers to tweet live about celebrities, participate in live polls etc. Both Twitter and MTV Music Awards saw largest audiences ever, with 12.4 16