In the television business, as at buffets, people crave seconds. A series is deemed a success if it is renewed for another season. The industry is currently obsessed with the “second screen” — mobile phones and tablets that people play with while they watch TV. Around three-quarters of American internet users regularly fiddle with a mobile device while watching the gogglebox. Media executives are abuzz working out how to turn this distraction into profitable transactions.Twitter, a social-media firm which published its filing on October 3rd for an initial public offering, has big ambitions for little screens. It trumpets its role as a complement to TV, pointing out that Americans sent 24m tweets during this year’s Super Bowl and that 45% of the TV ads during the event invited viewers to tweet about them. The firm has launched Twitter Amplify, a service that lets media firms and others tweet clips of shows or sporting events. These carry sponsorship messages from advertisers and make money for both the TV company and Twitter.
www.economist.com/news/business/21587822-media-bosses-hope-mobile-devices-will-help-rather-hurt-television-cracking-screens
Media bosses hope mobile devices will help, rather than hurt, television
In the television business, as at buffets, people crave seconds. A series is deemed a success if it is renewed for another season. The industry is currently obsessed with the “second screen” — mobile phones and tablets that people play with while they watch TV. Around three-quarters of American internet users regularly fiddle with a mobile device while watching the gogglebox. Media executives are abuzz working out how to turn this distraction into profitable transactions.