The term »Second Screen« also referred to as a »Companion Device«, is a relatively new but growing phenomenon in the multimedia industry. It refers to an additional electronic device such as a smartphone or tablet which enables users to interact with TV content (e.g. reality/talk shows, movies, live sports, commercials). Data displayed on the TV is also enriched by additional information which is simultaneously shown on the second screen.
Second screen functionality is supported by several interconnected devices and applications which are seamlessly delivered across all screens. As a result, the way in which content is produced has changed and new services and applications keep being developed, but above all, second screen has become an important advertising channel.
Let us look at the facts. Due to the booming use of the internet during the past few years the decline of TV seemed inevitable but according to a study by Nielsen Audience Measurement company we are now watching more TV than ever, in spite of the rise of both online and mobile video viewing.
According to Mike Proulx, the coauthor of the book Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile “The internet isn’t killing off TV – instead it’s enhancing it”