Second screen

For the use of multiple computer screens, see Multi-monitor.

A second screen involves the use of a computing device to provide a different viewing experience for content on another device.

The term commonly refers to the use of such devices to provide interactive features, like posts on social media platforms that take input from the audience during a broadcast, such as a television program. This type of technology is designed to keep the audience engaged with whatever they are watching^[1] and has been found to support social television and generate an online conversation around specific content.^[2][3] It is a type of screen casting technology that allows a smartphone or tablet to display its contents on another screen. A second screen can also refer to having multiple monitors connected to a computer.

Analysis

Several studies^[4][5] show a clear tendency to use a device while watching television. They also show a greater frequency of tablet and smartphone usage when watching television. Other studies distinguish a higher percentage of comments or posts on social networks about the content that is being watched (Nielsen ratings).^[6][7][8] Other studies show new user behaviours when consuming content via multiple devices.^[9][10] Hay-at & Samuel-Azran (2017) have demonstrated the interplay between using devices while watching television and online political discourse.

Besides the benefits of keeping the audience engaged in multiple ways (polling, chatting, background information about content and participants, etc.) and generating revenue via advertising, a second screen can be an effective metering solution to get information about the audience. Being more far-reaching and inexpensive, a second screen may replace people meters in the future.^[11]

One trend hampering the growth of second screens is that many shows are creating their own applications for them. It is considered impractical to expect users to download multiple applications and switch between them for each channel or show.^[12]

Conference and business meeting organizers are now incorporating second screens to deepen audience engagement.^[13] According to "2014 Trend Tracker",^[14] the second screen phenomenon is a significant and growing trend. "Attendees are so glued to their devices, even while watching a live presentation (or at home, on television) that marketers are supplying them with a simultaneous engagement tool they can access on that device," says Robin Stanley, VP-design and creative at GES^{[citation needed]}. Software tools allow conference session presenters to share slides and presentations in real-time, so attendees can follow on with their device in hand." Second screen technology at conferences transforms the attendees' personal devices into an integral part of the event experience and turns conference attendees from passive listeners into active followers who engage with the speaker and other participants.

Applications

Many applications designed for the second screen give another form of interactivity to the user and another way to sell advertising content.^[15] Second screening may also involve applications not formally connected to the primary entertainment.^[16] Some examples include:

• TV programs broadcasting live tweets and comments^[17][18]
• Synchronization of audio-visual content via web advertising^[19]
• Applications that extend the content information^{[20][21][clarification needed]}
• Shows that add content exclusively for the second screen to their websites^[22]
• Applications that synchronize the content being viewed to the mobile device^[23]
• Video game consoles playing with extra data, such as map or strategy data, that synchronize with the content being viewed on the portable device, such as the Wii U^{[24][25][26][27][28]}
• TV discovery application with recommendations, electronic programming guides (live content), and personalization
• Applications that display polling results and audience-triggered animated emoticons (along with the sender's name and location) in real-time on the broadcast instead of the user's second screen
• Voting functionality for audiences at home via the broadcaster app

Sports broadcasting

Sports broadcasters, to stem the flight of the TV the audience away from watching the main screen (the new name for the television) to the second screen, are offering alternative content to the main program. The idea is to present content related to the main program, like unseen moments, alternative information, soundtracks, and characters. Proposed new technologies allow the viewer to see different camera angles while watching the game.^[29][30]

TV2 (Denmark), Denmark's largest commercial TV channel, synchronized its Second Screen service with the live broadcast of the Giro d'Italia cycling race from May 5 to May 27, 2012. Viewers on all internet devices could get rider stats, biographies, news, stage reviews, city information, weather updates, and more. Viewers scanned a QR code on the TV broadcast to get connected or typed in a short URL.^[31]

In the US, HDNet Fights utilizes a second screen service that synchronizes with live MMA broadcasts. Viewers on smartphones and tablets can get stats, vote on fights and rounds, chat, win prizes, and see how fellow second screen users voted on fight outcomes.^[32]

Examples

Primary Screen	Second Screen
Ares Interactive Media	iOS, Android, Windows, Mac, Linux
Dreamcast	VMU
Select Dish Network Receivers	iOS and Android devices using Dish Anywhere Mobile App
Select Disney Blu-ray discs and DVDs	iPad and devices running Adobe Flash using Disney Second Screen
GameCube	Game Boy Advance using Nintendo GameCube – Game Boy Advance link cable
PlayStation 3	PlayStation Portable and PlayStation Vita using Remote Play
PlayStation 4	PlayStation Vita using Remote Play; iOS and Android devices using the PlayStation App^[33]
Wii	Nintendo DS
Wii U	Wii U GamePad and Nintendo 3DS
Xbox 360	Windows 8, Windows Phone, iOS, and Android devices using Xbox SmartGlass
Xbox One	Windows 8, Windows Phone, iOS, and Android devices using Xbox SmartGlass^[34] Windows 10 PCs using an Xbox App^[35]

See also

• Enhanced TV
• Smart TV
• Automatic content recognition

References

1. . educationalmeasures.com. Archived from the original on 10 July 2017. Retrieved 13 July 2017.
2. Mukherjee, P., and Jansen, B. J. (2015) Correlation of Brand Mentions in Social Media and Web Searching Before and After Real-Life Events: Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. International Workshop on Event Analytics Using Social Media Data, IEEE International Conference on Data Mining (ICDM2015) Atlantic City, New Jersey. 14-17 Nov
3. . Archived from the original on 2015-09-07. Retrieved 2015-10-28.
4. Mukherjee, P., Wong, J.S., and Jansen, B. J. (2014) Patterns of Social Media Conversations Using Second Screens. The Sixth ASE International Conference on Social Computing (SocialCom 2014). Stanford, CA. 27–31 May
5. Giglietto, F. and Selva, D. (2013) Second Screen and Participation: A Content Analysis of a Full Season Dataset of Tweets, Social Science Research Network, p. 1-24.
6. "Newswire - In the U.S., Tablets are TV Buddies while eReaders Make Great Bedfellows - Nielsen". nielsen.com. Retrieved 2 October 2015.
7. (PDF). Archived from the original (PDF) on November 25, 2011. Retrieved December 9, 2011.
8. "What Do TV-Social Media Multitaskers Talk About?". emarketer.com. Retrieved 2 October 2015.
9. Hayat, T; Samuel-Azran, T (2017). ""You too, Second Screeners?" Second Screeners' Echo Chambers During the 2016 US Elections Primaries". Journal of Broadcasting & Electronic Media. 61 (2): 291–308. doi:10.1080/08838151.2017.1309417. S2CID 148973729.
10. servicesmobiles (2012-08-31). "The New Multiscreen World By Google". slideshare.net. Retrieved 2 October 2015.
11. "Nielsen Families Become 'Framilies,' Ratings Giant Begins Registering Mobile Devices in TV Households".
12. "5 Things Keeping Second Screen Apps from the Masses - Double Encore". 2013-04-16.
13. . NiceMeeting. Archived from the original on 2017-12-13. Retrieved 2014-06-04.
14. http://www.ges.com/docs/default-source/default-document-library/ges-2014-trend-tracker.pdf^{[dead link]}
15. "Double The Glow: Will Second Screen Apps Change the Way We Watch TV?". GOOD Magazine. 2011-08-14. Retrieved 2 October 2015.
16. Yahr, Emily (2018-01-04). "Do you fall down a Wikipedia rabbit hole after each episode of 'The Crown'? You're not alone". Washington Post. ISSN 0190-8286. Retrieved 2020-11-07.
17. Ediciones El País (2011-03-13). "Twitterrevolución". EL PAÍS. Retrieved 2 October 2015.
18. . Archived from the original on 2011-12-02. Retrieved 2011-12-09.
19. "Maximizing TV Advertising ROI". secondscreen.com. Retrieved 2 October 2015.
20. Umami for iPad - Your TV Companion. Vimeo. Retrieved 2 October 2015.
21. Fremantlemedia Ltd (19 August 2011). "The X Factor UK". App Store. Retrieved 2 October 2015.
22. "2011 MTV Video Music Awards - Highlights, Winners, Performers and Photos from the 2011 MTV VMAs". mtv.com. Retrieved 2 October 2015.
23. (PDF). Dropbox. Archived from the original (PDF) on 2011-07-14. Retrieved 2014-01-25.
24. http://news.cnet.com/8301-33692_3-57446945-305/e3-2012-year-of-the-second-screen-with-xbox-smart-glass-and-wii-u/ E3 2012: Year of the second screen with Xbox Smart Glass and Wii U
25. https://techcrunch.com/2012/06/04/microsoft-introduces-second-screen-feature-xbox-smartglass/ Microsoft Introduces Second-Screen Feature, Xbox SmartGlass
26. Sean Buckley. "Sony announces PlayStation app for iOS and Android, will expand games to the second screen". Engadget. AOL. Retrieved 2 October 2015.
27. "Sony Announces PlayStation 4, Second-Screen Experience PlayStation App for iOS". macrumors.com. Retrieved 2 October 2015.
28. "Xbox SmartGlass official as second-screen feature". SlashGear. 2012-06-04. Retrieved 2 October 2015.
29. . Archived from the original on April 4, 2012.
30. . TVBEurope. Archived from the original on 3 October 2015. Retrieved 2 October 2015.
31. "Giro 2.0 – second screen experiences". eventbasedinnovation.org. Retrieved 2 October 2015.
32. "Mobovivo Launches Social TV Platform to Utilize Second Screen". techvibes.com. Retrieved 2 October 2015.
33. Buckley, Sean. "Sony announces PlayStation app for iOS and Android, will expand games to the second screen". Engadet. Retrieved 5 May 2013.
34. Lawler, Richard. "Xbox One SmartGlass brings more control, content to companion devices". Engadet. Retrieved 28 May 2013.
35. Orland, Kyle (January 21, 2015). "Windows 10 includes in-home game streaming from Xbox One". Ars Technica. Retrieved January 22, 2015.

Sources

• Hayat, T., & Samuel-Azran, T. (2017). “You too, Second Screeners?” Second Screeners’ Echo Chambers During the 2016 US Elections Primaries. Journal of Broadcasting & Electronic Media, 61(2), 291–308.

Further reading

• Decrypting the Second Screen Market: a second screen white paper

External links

• 5 ways that the television industry uses Twitter.
• Yap TV.
• From television to the second screen.
• TV and social networking closer.
• Twitter CEO on Second Social Screen TV.
• TV with other electronic devices^{[permanent dead link]}.
• Second Screen Networks.
• Social Yume Study.
• Ares Interactive Media, World First Second Screen scalable cloudbase application.
• Annotated bibliography on tablet and touchscreen computing