key term - Second screen

Definition

A second screen refers to the use of a secondary device, such as a smartphone, tablet, or laptop, while watching television, allowing viewers to engage with additional content or interact with others about what they are viewing. This phenomenon enhances the overall viewing experience by providing supplemental information, enabling social interactions, and fostering greater viewer engagement through apps, social media platforms, and interactive features. The rise of second screen usage has transformed traditional viewing habits, making it a crucial element in both cable/satellite television and social TV dynamics.

5 Must Know Facts For Your Next Test

1. The second screen phenomenon allows viewers to access real-time information about shows, such as cast interviews, trivia, or behind-the-scenes content, enhancing the overall experience.
2. Many broadcasters and networks have developed specific apps that encourage second screen usage by offering exclusive content tied to live programming.
3. Social media platforms play a significant role in second screen engagement, as viewers often tweet or post about shows while watching, creating a communal experience.
4. Research shows that second screen users tend to be more engaged with the content, often leading to higher levels of brand recognition and loyalty for advertisements viewed during programming.
5. Second screen experiences are particularly important during live events like sports or award shows, where real-time interaction can amplify excitement and viewer participation.

Review Questions

• How does the use of a second screen enhance viewer engagement during television programming?
  • The use of a second screen significantly boosts viewer engagement by allowing audiences to access additional content related to what they are watching. This includes behind-the-scenes information, real-time updates, and interactive features that enhance the viewing experience. Additionally, it fosters social interactions through platforms like Twitter and Instagram where viewers can share opinions and reactions with others in real-time.
• In what ways do broadcasters leverage second screen technology to improve ratings and viewer interaction?
  • Broadcasters leverage second screen technology by developing companion apps that provide exclusive content and interactive features linked to their shows. By encouraging viewers to use their smartphones or tablets while watching, networks create opportunities for deeper audience engagement. This strategy not only helps boost ratings but also facilitates real-time feedback and interaction among viewers, enriching the overall television experience.
• Evaluate the impact of second screen usage on advertising effectiveness during televised events.
  • Second screen usage has a profound impact on advertising effectiveness during televised events by increasing brand recognition and viewer retention. Advertisers capitalize on this engagement by creating interactive ads that prompt viewers to respond via their second screens. This creates a dual exposure effect where viewers actively engage with brands in real-time, leading to higher conversion rates and fostering a stronger connection between consumers and advertised products.

Related terms

Social TV: A concept where viewers engage in social interactions related to television content, often through social media platforms while watching shows.

Interactive Television: Television that allows viewers to interact with the content they are watching, typically through a remote control or other devices.

Viewer Engagement: The degree to which an audience interacts with a program, which can include watching attentively, participating in discussions, or using related applications.