I recently came across an article detailing what’s wrong with the second screen industry. Although I do believe that second screen hasn’t quite figured it out yet, I completely disagree with (most) of what was said in this article. You can find the article here, and let me know what you think.
First, the article states that the second screen was born out of boredom and defined by consumers. Although that may be true, it evolved, like so much else, so that TV viewers could talk about what was happening in and around their favorite programs. It used to be that you would talk about what you watched at work or school the next day with your friends – now you can do it instantly, as it’s happening, with superfans all over the country.
The second point the author tries to make is that “too many are trying to make the second screen the first screen”. I don’t see that happening, at least not yet. The apps that do allow for users to vote, choose the ending to an episode, etc., are very well received, even for the “lean-back” experience that is TV viewing. Viewers want to feel like they are part of the TV experience, not just passive bystanders. TV viewing has changed, like so much else, to an interactive experience. For example, Psych’s 100th episode, where viewers were able to vote for the killer and therefore influence the ending of the episode, had very high involvement on social.
One app to rule them all? Yes, although many people (myself included) download more apps than we actually use, I don’t believe that means that content providers and distributers should combine all of their content into one application for consumers to use. Take me, for example. I watch Game of Thrones and Newsroom on HBO, Dexter on Showtime, Psych on USA, and Revenge, Scandal and Grey’s Anatomy on ABC. Although there are apps that allow you to watch all programs within it (Zeebox), the best apps that allow for interactivity are the specialized apps that are show specific. Again, using myself as an example, I only use the second screen apps for the shows that I am truly obsessed with (like Dexter, which I have been watching since season two). Most people will not use every second screen app for every show they watch, it’s just not possible.
I do agree with the author that many times second screen applications evolve as an after thought. For the industry to truly be taken seriously, and be adopted by the masses, second screen has to be integrated from the beginning, part and parcel with the content. One truly great example is Burn Notice’s “First Contact”. They have done a great job of integrating the shows content into a second screen experience from the beginning.
However, there is much more to social TV than just knowing what is trending or most watched. It’s an EKG or barometer of the most popular moments of a program – whether its sports or reality.
Shayna Blumenthal 
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