It seems like everyone was talking about the second screen here in Miami Beach today. NATPE revealed some new research from a study saying that that most top producers consider the second screen an inevitable part of the future of the television industry. The study is part of a joint survey conducted by NATPE and Consumer Electronics Association (CEA) to help identify future content and technology trends.
Some of the producers interviewed for the study include Breaking Bad creator Vince Gilligan and CSI franchise creator Anthony Zuiker. Key findings from the study include how producers are experimenting with using the second screen to help drive viewers to first screen content and their attempts to create a “seamless” viewing experience.
“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. 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.” said NATPE president and CEO Rod Perth.
The results from the study were somewhat controversial and were debated by several panelists including Kevin Conroy, president of Univision Interactive and Enterprise Development. Conroy downplayed the second screen and insisted that the “large screen still wins” and it will always be the best way to experience premium content.
Instead of debating which was more important or meaningful, the first screen or the second screen, Red Touch Media‘s CEO, Wayne Scholes, had a different perspective. Scholes argued that the separation between first and second screen devices has blurred into a single experience.
“It’s fairly clear now that the second screen doesn’t exist the way used to think it did,” Scholes said. “The first screen is often the second screen and vice versa – it’s wherever we are at the time.”
You can read more about the second screen debate during NATPE in this great article written by C21 Media reporter Nico Franks.