Dual screen tv

Dual Screen TV MIT Media Lab : Future of TV Workshop

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Dual Screen TV Venu Vasudevan | Betaworks | [email protected]

Motorola Mobility


TV : Past ..

4/16/11

device & content inseparable

constrained access


TV : Past .. Present

4/16/11

video & interactivity bundled

constrained participation

content

device


TV : Past .. Present .. Future

4/16/11

device

rendering

interactivity

content

behind Moore’s

beyond Moore’s

separate & synchronize


Benefits of Dual Screen

4/16/11

viewer

content creator

advertiser

application developer

personalized. private

direct-to-consumer. superior analytics.

shorter learning curve faster technology waves. ‘cooler’ platforms

Interactivity. superior targeting


Is Dual Screen for real?

4/16/11

2.2 M viewers 100 K dual screen users (week 1)

500 K plays

tv appification .. on to the 2nd screen..

with promising content proof pts ..

fast go-to-market alternatives audio fingerprints

pervasive media multiplexing

Ref. GigaOm. TV Apps: Evolution from Novelty to Mainstream


Dual Screen Challenges & Futures.

4/16/11

production

distribution

experience mon

etiz

atio

n


Production & Distribution

curation to the rescue?

studio

studio host

mso

cast

player

friends

atom

izat

ion

of in

tere

st g

roup

s

quality diversity

timeliness


Experience

reconciling rich social with attention deficit

reconciling rich participation with rights management

4/16/11

Bob likes a “Bill Maher” joke. He clips shares it with tags ‘funny’, ‘mustard’


Monetization

ad models that take advantage of a split screen

borrowed metaphors? - dual screen ‘double click’

OR new-new - synchronized advertising

4/16/11

1st screen ad

2nd screen ad effect

Brand distracting

Brand opposing

Brand destroying

Local Ford dealer purchases an ad slot and schedules an ad with a telescoping application that gives the user a call

C

User watches Ad

Ad overlay appears

User enters phone #

Later receives a phone call from the dealer

User continues watching content


Dual Screens : where more is indeed better ..


Questions? [email protected]

Dual screen tv

Technology

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