“Second screen” or “second screen” refers to the mobile application of a popular TV show or event. The app adds interactivity to the audience when watching the program. The viewer has the opportunity to interact with television content while watching the program. The first technology of the second screen was developed for the application of the series Gray’s Anatomy, on February 3, 2011, TV viewers of the ABC channel received additional information about the series of the title on their iPads.
Today , mobile app development dallas for shows has become mainstream and multi-screen interaction is taking place on all types of devices, from watches to televisions.
Examples of the “second screen” in Russia
TV channels use a combination with mobile devices to increase interest in the TV program and increase audience engagement. The “second screen” is of two types: “end-to-end” – for the entire broadcasting network of a TV channel and “specific” – aimed at a specific series / program.
Channel One cases
Channel One began using the technology in December 2013 at the Channel One Ice Hockey Cup, and then at the Sochi Olympic Games. Spectators received information about the standings, athletes and the progress of matches in the mobile application.
The content was updated in real-time mode: photos of scoring chances, information about the players and line-up, the schedule of matches and statistics of past meetings.
The Voice show on Channel One uses a mobile application for online voting to determine those who have entered the next round. Viewers receive points for being active in the application and receive invitations to live broadcasts of “Voices”. “The Voice” is a seasonal product and appears in stores along with the new season of the show.
The second season of the Molodezhka TV series on STS TV channel received a mobile application with a “second screen”. Unlike Channel One, which provided informational content, STS strengthened the entertainment component of the application. In the application, you can download music from the series or see who calls the main character during the broadcast, play quizzes, watch backstages from filming and interviews with actors. The application is synchronized by sound with the series that the user is watching.
Contests in mobile applications
Mobile applications are actively used to organize television contests. For example, the application for the 2015 Eurovision Song Contest allowed voting via a mobile application, the first to appear on the Windows Phone platform, as sponsored by Microsoft. Viewers got more interaction in real time in the application of the show “Main Stage” of the TV channel “Russia 1”. During the broadcast, users guessed whether the participant would qualify for the next round. The results of the rounds were displayed on the mobile screen after the end of the broadcast. The organizers rewarded the most active users of the application with prizes.
The mechanics of the “Artist” show application is based solely on voting, everyone including the jury members voted using smartphones. Viewers themselves influence the results of the show, if more than 70% of viewers vote “for”, then the performer goes to the next round.
Pass-through second screen
Mobile versions of sites are also referred to as “second screen”. For example, the development of a mobile site for the TV channel “Food”. The broadcast of the TV channel is accompanied by additional content on the mobile resource – photographs of dishes, recipes and photographs from filming. When the program ends, the user on the mobile site is asked to stay on the transfer page or update the page content. This is important, for example, if a user prepares a dish while watching a show. After authorization in the application, a chat is available with a separate “room” for each program.
Second Screen Application Technologies
The first way is to synchronize the work of the application with the TV channel in time. At some intervals, the application exchanges information with the backend server about what transfer is currently in progress. This is a good way for end-to-end second screens, live broadcasts of contests and competitions.
The second way is to sync by sound. Its advantage is that viewers can watch programs in recording or in online cinemas. There are ready-made APIs that can be used in third-party applications. A tablet or smartphone records sound, forms its fingerprint and sends it via API. The API provider looks for a similar fingerprint in its database and returns the corresponding transfer. This is how the Molodezhki mobile application works.
Who needs a second screen?
In Russia, the “second screen” is used to increase the loyalty of TV viewers, draw attention to the channel’s brand and increase the audience of broadcasts. After three episodes of the second season of Molodezhka, 27,000 people shared information on VKontakte that they were watching the series using the Second Screen. By the middle of the season, this figure reached 250,000. The additional reach of the friends of such users could amount to several million people.
Monetizing Second Screen Applications
TV channels show ads in the app and sell additional content. Another channel of income is product placement with the possibility of an accompanying purchase. If the application invites the viewer to purchase an item worn by their favorite heroine, then interest in the purchase will already be fueled. The desire will increase if the purchase can be paid with one touch of the mobile screen. There are applications on the market where there is no second screen as such, but companies increase viewer loyalty with the help of other mechanics. TNT TV channel divided its audience into two applications: TNT TV channel and TNT-club. In the first, only paid download of TV series and channel shows is available to the user. In the second – unique off-air content: exclusive videos, interactive posts, quotes and interviews of stars. Users receive points and gifts for their activity. The difference from competitors is a developed partner network, whose representatives give users of the application discounts on their services. This includes Panasonic, InterSport, Sunrise Tour, Technosila and other large companies.
Second Screen Content
Here are some facts from the study of the “Youth” application from UsabilityLab.
The authors interviewed viewers and observed respondents during the broadcast. As a result, the researchers recommended the following guidelines:
- Make your message texts less than 15 words. Longer – distracts from viewing;
- Refresh the content of the widgets a few seconds before the climax on the screen;
- The user needs a news update indication (vibration);
- It is important for a person to feel that other viewers are also participating in the interactive. Show the results of voting and polls so that the user is aware of the involvement in the product;
- During the broadcast, the user specifies the names of the actors, participates in quizzes, voting. “For later” leaves detailed descriptions, advertising offers, series navigation.