Tablets running Facebook and Twitter are emerging as the long-sought second screen that could steer the success of social TV.
According to survey results from Informa, more than 41 percent of executives said tablets are the most important platform for watching TV interactively. Additionally, more than 21 percent suggest that social networks can help sell paid content.
“The big content winners are likely to be entertainment, cited by almost 40 percent of executives as representing the greatest opportunity for increasing viewer engagement,” reports MediaPost.
“Sports and news and weather were seen as the biggest opportunity by 27.5 percent and 14.8 percent of respondents, respectively,” explains the article. “But movies (9 percent) generally were not regarded as a strong content type around which to generate social engagement.”
Informa recommends that instead of relying on their own apps to develop social TV strategies, television stakeholders should create a portfolio of external partners such as Facebook, to maintain relevance in terms of viewers’ needs. “Informa also recommends that programmers build viable social TV ad models that work off of the main TV display,” suggests MediaPost. “The second screen is where advertisers can more precisely target and segment the TV audience.”
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