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Beyond the TV Borders: Second Screen as a Tool for Audience Engagement

  • David Campelo
  • Telmo Silva
  • Jorge Ferraz de Abreu
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 689)

Abstract

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.

Keywords

Second screen Audience engagement Interactive TV Participatory culture Crossmedia strategies Social TV 

Notes

Acknowledgements

This study is funded by the Brazilian National Council for Scientific and Technological Development – CNPq (grant 204935/2014-8) and supervised by Prof. Dr. Jorge Ferraz Abreu and Prof. Dr. Telmo Silva at the University of Aveiro, Portugal.

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Digimedia (CIC.DIGITAL)Aveiro UniversityAveiroPortugal

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