TV content providers who capitalize on second screen initiatives to capture the attention of multitasking viewers will eventually (read long-term) see a positive financial impact for their efforts. That’s one of the findings in a new whitepaper released today by the Canadian Media Fund.
The report, The Second Screen and Television — Benefits and Impacts, the second in a three-part series of white papers dedicated to the second screen phenomenon, outlines the main advantages arising from second-screen initiatives along with the impacts their implementation should have on the TV production chain.
Noting several recent examples, the report specifically looks at the benefits of second screen strategies related to television programs in terms of discovery, loyalty building and monetization. From design to application, additional steps must be considered and new players may be called on to take part in the creation process. These impacts are also being felt in programming content and funding, technological choices and the program operation cycle, as second screen strategies are often preceding the broadcast of a show and can survive after the last episodes.
“With this new report on the second screen and television, the CMF seeks to remind content producers and broadcasters that they are in a unique position to take advantage of the opportunities presented by second-screen and social TV strategies. There are innovative ways of dealing with the scattered attention of multitasking viewers, building audience loyalty and creating a real dialogue between television and companion content” said Catalina Briceno, Director, CMF Industry and Market Trends, in a release.
This 20-page report was prepared by Evolumedia Group, co-published with the CMF and funded by the Société de développement des entreprises culturelles (SODEC).
