Improving interactive TV experience using second screen mobile applications

The past two decades have seen a shift in the multimedia consumption behaviours from that of collectivism and passivity, to individualism and activity. This paper introduces the architectural design, implementation and user evaluation of a second screen application, which is designed to supersede the traditional user control interface for primary screen interaction. We describe how NSMobile, our second screen application, can be used as a pervasive multimedia platform by integrating user experiences on both the second screen and primary screen. The quantitative and qualitative evaluation of user interactions with interactive TV content also contributes to the future design of second screen applications

Beyond the TV borders: Second screen as a tool for audience engagement

The growing popularity of mobile connected devices has transformed the way TV content is conceived and consumed. Interacting with these devices while watching TV is a trending behaviour that represents a challenge for the TV industry as this interaction often distracts viewers from the TV content. Consumers use the second screen to retrieve further information about narratives, characters, purchasing goods and researching on products and services advertised. In a scenario of systematic live and linear TV audience erosion and ad-skipping broadcasters, marketers and producers are continuously looking for new ways to leverage different media strategies to keep TV viewers engaged with the primary content, promoting consumers’ loyalty and generating more revenue flows. In this paper, a set of second screen cases was selected to ground a reflection on how second screen solutions may be applied to foster the viewer and consumer engagement