ABC Reimagines Second Screen With its WATCH App Update

ABC relaunched its streaming WATCH ABC app last week with new features that allow viewers to multitask on social networks while they are watching shows. Big data showed that only a small amount of people using their mobile devices while watching TV are actually discussing the shows online or interacting with anything related to the shows. Facebook and Twitter integration in the update is designed to make it easier for viewers to check social media and share their favorite scenes and episodes.

WATCH_ABC_AppABC hopes that by putting Twitter and Facebook feeds within the “Social Lens” feature in the app, more people will engage with the show on those social platforms.

“We wanted it to be seamless experience,” said Albert Cheng, EVP and chief product officer of digital media for Disney/ABC. “We wanted to create a natural environment that presents an opportunity to inject content into social platforms.”

The new FastShare function is also part of the content strategy. FastShare allows users to share a notable scene or even a whole episode through social media. In the past, fans had to record and make their own clips from their favorite shows or try to find a low-quality clip on YouTube to share.

Clips shared with FastShare will also include targeted advertising. The WATCH ABC update has several features that should appeal to advertisers. “Brands can be positioned related to a fan’s personal preferences through ‘Social Lens,’” reports Variety. Companies can also become the presenting sponsor of FastShare and Social Lens for specific ABC shows.

For live events, ABC has added a multi-cam feature which will give viewers more behind-the-scenes access. The technology was first used during the Oscars broadcast, and it is now available for “Dancing with the Stars.” In the future, the multi-cam capability may eventually expand to scripted series as well.