Where is the future of TV? Industry executives point to second screen iPad

Recently, foreign media reported that at the "TV of Tomorrow" conference held in New York, the elites of the television industry from all over the world discussed the status quo and future of the television industry enthusiastically and reached consensus: The future of television lies in iPad this "second screen."

Tablet users are undoubtedly the subject of this conference. The topics of the conference include "multi-platform browsing user evaluation" and "second screen content: have we created a monster?". Baring Frey, a former Cablevision executive, also raised a panel discussion on the theme “New Doors for Television.” The first question is “How many of you are taking notes on the second screen?”

Dale Herigstad, the company’s chief interaction officer, said that “the television experience is moving from the first screen” and the audience “is accepting the second screen”. For an advertising-based industry, the changing habits of viewers are not only opportunities but also challenges because more and more people have reduced their attention to television while paying more attention to tablet computers. This potential impact must not be ignored: TVPlus co-founder Randy Shiozaki pointed out that in a 30-minute program, people have 22 minutes to open the application on the second screen, and in 60 There are 38 minutes in the minute program. TV application developer i. Brad Pelo, chief executive of TV, predicts that “in three years, the main basis for advertisers’ purchases will become interactivity.” Re-developing TV and TV commercials may increase revenue but create a new one. The advertising platform can open an important second revenue source.

This puts tremendous pressure on content companies, who need to develop applications and create multi-screen experiences for their programs. Stephanie Otto, CEO of the Emmy-based design firm Brainstorm Communications, said: “You have to be connected to all platforms, not just to throw all the information on one platform.” But there are also some Gradually emerging trend: Jeremy Toeman, CEO of Dijit, noticed that the most popular non-real-time programs on the second screen are generally light-hearted programs. It is not necessary to watch programs on the iPad. So devoted.

The explosive development of the second screen activity has brought other challenges: there is no clear industry standard for iPad applications, such as Nielsen ranking, so the continuous evaluation of the audience groups has become an important concern for advertisers. In addition, consumers have encountered serious application fragmentation issues, not only in technology but also in content. TV Plus's Schoozzaki said: "NBC applications are not all-embracing, but they are still very important." TV Perot also expressed the same concern, he believes that television programming companies to "depth in their own applications" to create content. Anand Subramanian of startup NimbleTV is even more direct. He said: "There is content everywhere and there is confusion. It is really a mess for consumers."

However, the challenge did not stop the television industry from chasing the opportunities of the second screen. In particular, the tablet computer is more rapid and innovative than the current smart TV platform. Rich Firester, director of innovation at A Different Engine, said that smart TV "proves itself to be taking too long" and "if it takes four months to introduce something to the market, then it will always be only Can be a concept." Compared with cable TV and television manufacturers, Apple's App Store application store is like a free paradise.

But putting all the innovations in the TV field on the iPad is not suitable for the TV industry itself, and not everyone will buy the second screen device. Lawrence Brickman, vice president of smart TV application developer Accedo, said: “The TV industry is still the most suitable TV industry. There is no mention of the first screen in multi-screen discussions, and this is the starting point for everything.” However, the first screen has almost no room for innovation. In addition to the Microsoft Xbox SmartGlass application, the application moves the entire user interface to applications for mobile phones, tablets, and laptops. Microsoft’s Mark Budash said: “Users of our products can use mobile phones or tablets more intuitively because they have better control of the Xbox.” Olivier Lacour, Cisco Design Vice President ) Think that the TV experience "has changed from a bad experience to a simple one, a kind of experience that is synchronized across all devices."

This is a line in Apple's script, which brings out the great contrast of the television industry. On the one hand, they are extremely focused on the interface and content innovation of Apple's tablet PCs. On the other hand, they anxiously wait for whether or when Apple will produce its own. TV. Some firm companies believe they can launch a brand new TV interface earlier than Apple. La Cole said: "Apple is the most suitable standard for the entire industry, but this is not good, iTunes 11 is very strange."

But if Apple can take full advantage of the TV industry's huge interest in the iPad, then who can do better is no longer important, because in that case, before the entire industry realizes, Apple's platform can be expanded to multiple The screen, like the development of the iPad itself.