The National Association of Television Program Executives
(NATPE||Content First) and the Consumer Electronics Association (CEA)®
today released the findings of the second part of their
first-of-its-kind joint research study on Second Screen. Part One of the
study, released earlier this month, focused on consumers and found
nearly all (91 percent) of Second Screen viewers access asynchronous
program content, yet only 42 percent have tried synchronizing their
content experience to live TV. Part Two features qualitative research
collected through in-depth interviews with some of the industry's top
show runners about the future of Second Screen and how they factor it
into the creative process.
The report, presented today during a panel session at NATPE||Miami,
shows that nearly all participants view Second Screen as an inevitable
part of the future, and see tremendous potential in content designed for
synchronous viewing, the simultaneous usage of both a primary screen and
second device, as well as asynchronous viewing. Findings show that while
some believe there are strong opportunities for synchronous viewing
going forward, producers are still searching for the best solutions to
optimize technology to create a seamless experience for the viewer.
Second Screen content designed for synchronous viewing does not
currently have unanimous support among show runners beyond sports,
reality shows and news. These findings align with those from Part One of
the study, which found the majority (72 percent) of consumers who access
synchronized Second Screen content say it is appropriate only for
certain kinds of shows.
Nineteen producers representing a cross section of the industry -
including drama, comedy and reality programming - participated in
30-minute interviews with E-Poll Market Research to discuss their
thoughts and approach to Second Screen. The group included Vince
Gilligan ("Breaking Bad," "The X-Files"); Bruce David Klein ("Hotel
Impossible," "Frenemies"); Damon Lindelof ("Lost"); Caryn Mandabach
("Nurse Jackie," "That '70s Show"); Mark Scarpa ("The X Factor Digital
Experience," "Grammy Live"); Kara Vallow ("Family Guy," "American Dad!,"
"The Cleveland Show"); and Anthony Zuiker ("CSI," "CSI: NY," "CSI:
Miami"). The majority of these producers say there are some current
examples of truly effective and immersive Second Screen executions for
television shows, such as "The Walking Dead," "The Office" and "Scandal."
Second Screen a Tool to Drive Primary Screen Viewing
Most study participants said they are excited about the opportunities
Second Screen content will provide creators, from building and
sustaining a brand to providing a more meaningful connection between
viewers and content. They view the Second Screen largely as a tool to
drive viewers back to First Screen content. This view parallels the
findings of Part One of the research study, which found that 63 percent
of consumers accessing synchronized content on the Second Screen say it
makes them feel more connected to the shows they are watching. Producers
gave Twitter and IMDB high marks for being the most effective live,
Second Screen viewing experience for all genres, allowing viewers to
replicate the experience of watching a program with a large audience or
even the show's actors.
"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," said NATPE President and CEO Rod Perth.
"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."
"Phase One of our joint research project helped identify key areas of
consumer interest in engaging in the Second Screen experience," said EA
President and CEO Gary Shapiro. "Part Two provides critical insights on
Second Screen from the television production community. A deeper
exploration of the intersection of these two studies will help device
manufacturers and content producers identify a winning, strategic
approach to develop this promising market by providing tangible benefits
Unlimited Opportunity in Asynchronous Content
There is consensus among the producers and creators interviewed that
content not meant for live viewing presents an additional Second Screen
opportunity to maximize and extend their brand. While opinions about
Second Screen are mixed, nearly all agree that, if done properly, Second
Screen offers a significant opportunity to grow and sustain audiences
around appointment viewing television, and to increase viewer loyalty.
Additionally, the producers and creators surveyed found that the Second
Screen enhances the viewing experience in a number of ways: building
social currency among viewers; making viewers feel special; bringing
about a deeper experience with the primary content; creating a shared
viewing experience and sense of community among fans; and maintaining a
show's relevance by offering viewers a platform to continue to interact
and talk about the program, even when it's not on air.
Resources, Technology are Key Challenges - and Opportunities
Along with the issue of Second Screen comes the demand for resources to
create meaningful, high-quality content. Most respondents say there is
not enough time, talent or funding at this point to give the Second
Screen the attention it and the audience deserve, and they struggle with
using technology to create an immersive experience. Also, show runners
have concerns that real-time viewing on both screens will pull attention
from the primary content, leaving viewers with a disjointed experience,
which could hurt the brand. They don't want to neglect First Screen
material to create Second Screen content if it's not going to be truly
complementary - and not just promotional - particularly as they seek
ways to monetize the Second Screen experience.
Despite the obstacles, the show creators and producers see opportunities
for the Second Screen to:
The executive summary of the survey results is available for media upon
request and the complete report will be available for free to NATPE
members who email email@example.com
with subject line "2nd Screen TV Viewing Research Request" (make
sure to include your full name and company), and to CEA member companies
Non-members can purchase the study for $1,000 at store.ce.org.
About NATPE||Content First
Celebrating more than 50 years of service to the ever-evolving global
television industry, NATPE continues to redefine itself and the services
it provides to meet the needs of its members and the industry. What has
remained constant is NATPE's commitment to encouraging the growth and
supporting the success of video content development, creation,
production, financing and distribution across all platforms.
The annual Market and Conference will once again be held at the
Fontainebleau Resort, Miami Beach (Jan. 27-29, 2014). NATPE also
produces NATPE||Europe, Prague Hilton Hotel, Czech Republic (June 23-26,
2014) the premier market for the dynamic and evolving content industry
centered in the CEE. Visit us at www.natpe.com.
About the Consumer Electronics Association
The Consumer Electronics Association (CEA) is the technology trade
association representing the $208 billion U.S. consumer electronics
industry. More than 2,000 companies enjoy the benefits of CEA
membership, including legislative advocacy, market research, technical
training and education, industry promotion, standards development and
the fostering of business and strategic relationships. CEA also owns and
produces the International CES - the world's gathering place for all who
thrive on the business of consumer technologies. All profits from CES
are reinvested into CEA's industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and
About E-Poll Market Research
E-Poll Market Research is a full service consumer research company
providing quantitative and qualitative research to media, entertainment
and Fortune 1,000 companies. Since its founding in 1997, E-Poll has
worked with major networks, distribution companies, and advertisers to
set the standard for media research and understand consumer attitudes
and behaviors in a shifting media landscape.
Headquartered in Los Angeles, E-Poll produces the industry-leading
E-Score research measuring the marketability of celebrities, brands,
popular characters and entertainment programs. More information is
available at www.epollresearch.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140127006350/en/
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