So-called “second-screen” was a phase that’s over

So-called “second-screen” is not a consumer proposition.

Anything to do with two screens in the TV viewing context is now labelled “second-screen”.

It’s become one of those lazy (and misleading) consumer usage terms and completely fails to capture the momentum of the new and evolving consumer behaviour around TV viewing. It’s come to mean the bolting on of interactive tech to existing TV programmes to see what might happen with the consumer experience, and it hasn’t engaged them at all. There are limited examples of a successful “second-screen” project, with a business case to match.

So the conversation must evolve if the opportunity is to be grasped. the terms of reference updated.

We are undoubtedly at the early stages of a new market for two-screen TV editorial, teased by the new consumer behaviours we are witnessing at the meeting point of broadcast TV and digital (“online”) behaviours. Very slowly this is stimulating necessary new industry thinking about the future creative/content/format market for TV

For that TV content market to professionally evolve, the sustained use of the term “second screen” is blurring the opportunity, narrowing creative application and not addressing the need for more disciplined approach to two-screen editorial exploration at a more professionally planned, strategic (consumer) marketing level.

Call it two-screen, dual-screen, companion- screen, play-along …. whatever best defines the user behaviour.

But, let’s leave “second-screen” for the history book

Keith Johnson

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