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"The only thing that could really make that work is if they emerge in a very small niche. "Second screen strategies that are just one of half a million apps on the App Store, I think they're dead," Navin said. Flingo is keen on partnering with set-top box makers, TV manufacturers and TV networks to build out second screen experiences, and Navin sees show-specific apps holding their own, but third party solutions like GetGlue going the way of the dodo. This week at CES, the firm launched Samba: a platform that uses web APIs (instead of audio monitoring à la Shazam) to sync content on the second screen with the action on TV. In fact, the firm helped construct AT&T's U-Verse service, which has an accompanying iPad app that can change a television's channels, act as a TV guide and serve up relevant information about shows.Įven BitTorrent co-founder Ashwin Navin started a second screen venture dubbed Flingo in 2008 to marry the web and TV. Kit digital is working on making that version of the future a reality by working with a litter of cable providers and television networks. "They will then buy up whether it's GetGlue, Viggle, Miso or whatever and it will all be incorporated into these different apps which they will use to compete with each other." "Every Comcast, Verizon and AT&T will give you a tablet app that has all this remote control functionality on it," explains Wolk. In Wolk's vision of the near future, cable companies will focus on using tablets that act as remote controls and TV guide replacements with baked-in second screen experiences. Alan Wolk, global lead analyst for Kit digital, a firm that builds these solutions, is one of them. Some in the space smell consolidation in the air, coming in the form of applications cooked up by cable providers such as AT&T and Dish Network, which are already serving up their takes. If you're starting to feel dizzied by the selection, you're not alone.
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The raft of second screen apps have poured in from the likes of cable providers, television networks, movie houses, start-ups and even old guards such as Yahoo. One app to rule them all? "Every Comcast, Verizon and AT&T will give you a tablet app that has all this remote control functionality on it."
With an iPad in hand, NCIS fans can review evidence in-sync with the show, read up on suspects, rifle through maps, interact through social networks and more. The broadcaster's initiative was so successful, in fact, that the firm rolled out a new iPad app this year dubbed CBS Connect, which infuses NCIS: Los Angeles, CSI and Hawaii Five-O with second screen features. You can disable notifications at any time in your settings menu. According to Rob Gelick, senior vice president and general manager of digital platforms for CBS Interactive, second screen experiences exist in a space between marketing and content, and they've been "more wildly successful than we'd ever hoped." CBS claims last year's Grammy's were the largest social TV event to date, racking up 13 million "social mentions" in the wilds of the internet. Second screen efforts may not be something consumers everywhere are clamoring for - certainly some see them as distractions from TV watching - but according to industry players, the extra layer of content is welcome. With so many solutions on the market, it's not entirely clear who will come out on top, or if there's room on the second screen for these myriad apps to coexist.
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Even the 2012 Summer Olympics received the second screen treatment with its very own Android and iOS apps, which let users catch live streams of events, access stats and more from the comfort of their couches. Over the past year, companies ranging from AT&T to Nintendo created a wave of experiences to complement TV content.
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Tucked away inside a pair of ballrooms on Sin City's famous Strip, representatives from television networks, software companies, cable providers and advertising firms held a powwow dubbed the Second Screen Summit to talk shop and discuss the fate of such experiences after a very busy 2012. If you let the rows of 3D and 4K displays lining the halls of CES paint a picture of the future of television, you'd be missing a vital component.
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