Home Page ContentPress Releases ‘Companion Screens’ set to take over UK living-rooms as iPad 2 hits the market

‘Companion Screens’ set to take over UK living-rooms as iPad 2 hits the market

by david.nunes

‘Companion Screens’ set to take over UK living-rooms as

iPad 2 hits the market

Results from this year’s Convergence Survey published by Olswang LLP show that in 2011 UK homes will adopt ‘companion screens’ as part of their everyday TV viewing experience.

This year’s Convergence Survey, the sixth in a series of reports published by Olswang since 2005, asks, ‘Does It Add Up?’ and identifies digital trends and predictions for the future. The findings are based upon a combination of interviews conducted with over 30 senior executives across the technology, media and telecoms sectors and an online YouGov survey with more than 2,000 participating adult consumers.

Results of the Survey suggest that the “companion screen” or “second screen” phenomenon is set to revolutionize the way we watch TV. Olswang found that 18- to 24-year-olds showed an increased willingness (as compared with the overall base of our online survey) to use a ‘companion screen’ while watching TV and that 29% of iPad owners were (very or fairly) likely to pay 99p for an app that would allow them to play along with a TV gameshow in real time.

In a companion screen scenario, an individual uses two screen-based devices concurrently, typically a main screen (most likely a TV set), on which viewing may be shared with another household member, and a further, personal device (such as a smartphone, tablet or laptop), so that the individual can increase his or her engagement with the content on the main screen – for example through interaction, social communications and/or accessing additional content. This is more than just multi-tasking such as checking the web or emailing while watching TV (a phenomenon discussed by Olswang’s first Convergence Survey, as long ago as 2005) but is about people using the second screen to actually engage with what is happening on a main TV screen or to actually control the main screen by switching channels, programming Sky+ etc.

Matthew Phillips, Media Partner at Olswang LLP said: ”Companion screens are set to take this type of viewer interaction to new heights opening the doors for broadcasters and online developers through ‘social TV’ platforms. This is not inventing new behaviour but instead using new technology to deepen audience engagement.”

The survey calls for broadcasters to harness the popularity and convenience of platforms such as Twitter and Facebook, even though that does put Facebook, rather than the broadcaster or producer, in the driving seat for exploitation of the consumer engagement.

As one industry expert, Andy Taylor, Digital Media Director of All3 Media told Olswang during the Survey:

“There’s no question that “two screen” is happening. When I was a kid you could only speak to your mates on the landline phone. Kids today can talk much more easily – Facebook, instant messenger, Twitter, etc – so there’s an enormous conversation already happening irrespective of the TV. If that online conversation happens in front of the TV, it will inevitably lead to a conversation about what’s on TV… it does show that social media can complement television viewing rather than erode it.”

John Enser, Media Partner at Olswang said: ‘Previously, much attention has been given to encouraging people to interact actually on the TV set with TV programmes they are watching. It is now clear that people don’t want to clutter their viewing experience on the main screen and would much rather interact on a separate screen – engaging in social activity using something in their hands rather than at a distance of 10 feet on a screen they have to share.’

In addition to the second screen, the Survey looks in depth at (among other things) the battle to control the main screen –predicting real challenges for all of the various businesses seeking to dislodge the incumbent pay-TV providers.

– ends –

For a full copy of the report or to set up an interview please contact:

Media & Communications Manager

Lily Federico

020 7067 3009

lily.federico@olswang.com

Media & Communications Officer

Carolyn Finn

020 7067 3046

Carolyn.finn@olswang.com

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