Monday, February 27, 2012

TV GOES SOCIAL Report: Riding an ADD Medium?


TV GOES SOCIAL – The Take Home Report
From the TV GOES SOCIAL + 2nd Screen Summit at the Loews Santa Monica Feb. 22

The real issue of Social TV is managing an ADD environment. With as much as 60% of the TV audience holding a second screen in front of them, the issue is: can you make the two or more screens work together or are you simply providing the opportunity for distraction?

The conversation has moved from paralleling Tweets and Facebook fanposts to managing the relationships between multiple screens. This has implications for content, advertising and technology opportunities. One key word is Transmediea – storytelling that lives in a symbiotic relationship across 2 or more media.

TV GOES SOCIAL Panel
Social TV Networking

This matters because content has to be aware of the multiple environments in needs to live in – including mobile – where it may derive its audience and ideas. Ads have to live in the same environment which offers both challenges and amazing opportunities.

Since the second screen issue thrives on the quality of its relationship with the first screen, metadata and a variety of cross-communication technologies are major issues that have stakeholders - especially cable companies – deeply concerned.

Prediction: look out for Apple TV to be a game changer with a slew of competitors hoping to upstage them prior to 2103.
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