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28 TVBEurope Second Screen Forum

first screen content. So resources will need to be re-organised in a way to consider the second screen as part of the same experience. This will offer new opportunities for broadcasters, operators and content owners.

Does more need to be done to educate viewers in the use of second screens?

Cowley: No, I think audiences are leading producers and broadcasters. Denton: Yes. But let’s start with the industry first. Dukker: No. Viewers will have to

be served according to their needs. If they don’t need a second screen, or just don’t get it, they won’t use

Mistakes in technology and creativity are often made when a new medium is introduced. Is there anything that has been proven not to work?

Dr Andreas Schroeter, wywy

it. I think we have to educate producers and broadcasters more than the viewers. Flynn: The viewers are ahead

of us. More needs to be done to make sure that second screen applications fulfill a genuine need and are simple and intuitive. Get that right and the viewers will embrace them naturally. McDonnell: Education implies

that it’s something they should be doing, but we don’t see it that way. We believe that we should be inspiring audiences. Missul: Not necessarily to

educate, but second screen has to Steve Plunkett, Red Bee Media

be promoted in the programme in order to create a community. Plunkett: Increased awareness

and marketing of second screen applications is necessary to reach the audience, but rather than educate them on the benefits they need to be drawn towards great experiences that are fun, informative or useful. So better apps rather than better audience awareness. Schroeter: Yes and no. Second

screen usage has to be ‘natural’, that is, the user wanting to use it. Education should be playful, by letting the user try it out and have a good experience.

Clay: One key is the importance of pre-warning viewers for an impending second screen opportunity — like Shazamming. Failure to do so can mean that viewers are simply not ready and waiting, limiting the chance for higher response rates. Dukker: A lot — and that’s

great, as long as we learn from the mistakes. One-size-fits-all platforms are definitely not going to help. Too many mistakes are still made by producers and broadcasters who want cheap and easily repeatable solutions. Also, I think viewers don’t want dedicated apps offered by channels or advertising agencies. A second screen app has to be downloaded for one show, or be embedded in a social media

network. For an app to stay on a device for a long time, it has to be relevant all the time, and become part of the owner’s habits, not be started once a year. Grant: Getting people to

engage with ShowPal regularly and for long usage periods is proving to be the challenge. The level of expectation from viewers is high and any second screen apps need to really engage viewers and you have to keep reminding them to do it. This should be a unique advantage TV stations have over third parties. McDonnell: Presentation of social activity on both TV and the second screen can be annoying unless it’s highly relevant. The idea of watching a filtered list of tweets in an app is February 2014

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