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

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Applications and Usability of Interactive TV (jAUTI 2016)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 689))

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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.

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Notes

  1. 1.

    http://lab.mediafi.org/discover-secondscreenframework-overview.html.

  2. 2.

    http://www.active-loop.com/products/.

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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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Authors and Affiliations

  1. Digimedia (CIC.DIGITAL), Aveiro University, Campus Universitário Santiago, Aveiro, Portugal

    David Campelo, Telmo Silva & Jorge Ferraz de Abreu

Authors
  1. David Campelo
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  2. Telmo Silva
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  3. Jorge Ferraz de Abreu
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Corresponding authors

Correspondence to David Campelo , Telmo Silva or Jorge Ferraz de Abreu .

Editor information

Editors and Affiliations

  1. National University of La Plata, Buenos Aires, Argentina

    María José Abásolo

  2. University of Aveiro, Aveiro, Portugal

    Pedro Almeida

  3. Faculty of Informatics, Higher Polytechnic Institute, Havana, Cuba

    JoaquĂ­n Pina AmargĂłs

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Campelo, D., Silva, T., Ferraz de Abreu, J. (2017). Beyond the TV Borders: Second Screen as a Tool for Audience Engagement. In: Abásolo, M., Almeida, P., Pina Amargós, J. (eds) Applications and Usability of Interactive TV. jAUTI 2016. Communications in Computer and Information Science, vol 689. Springer, Cham. https://doi.org/10.1007/978-3-319-63321-3_7

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  • DOI: https://doi.org/10.1007/978-3-319-63321-3_7

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  • Print ISBN: 978-3-319-63320-6

  • Online ISBN: 978-3-319-63321-3

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