With an increasing number of consumers owning and using connected devices in front of the TV, pay-TV operators must seek to harness second-screen companion experiences to protect their core business, enhance their service offering and explore new revenue-generating opportunities.
Informa Telecoms & Media - s new research on second-screen strategies identifies the opportunities available to pay-TV operators, broadcasters, advertisers and other key players in the television value chain, analyzing early-mover approaches and considering likely future developments to provide a foundation for decision making.
In its new analysis of pay-TV operators - second-screen strategies, Informa examines the ways in which service providers, broadcasters and brands can extend their presence from the main TV screen to the companion devices that an increasing proportion of people are using to complement their TV viewing.
Smartphones and tablets are tools that must be harnessed by players across the TV value chain to engage TV viewers in an experience that incorporates, rather than competes with, the activities now possible via companion devices. Consumers - desire to respond to a program in real time, search for information related to shows they are watching and even participate in a live event can all be served for mutual benefit.
Several major operators have already made significant second-screen plays and, with a myriad of app developers and social-TV startups jostling for business around this emerging trend, now is the time for companies to seek the appropriate partnerships and develop services that will strengthen or advance their market position.
The need to act is particularly pressing for pay-TV operators. New contenders in TV - such as device manufacturers, OTT-video providers, social networking sites and network operators - are increasingly seeking to muscle in on traditional premium-content distributors - market share by owning the connected-device screen themselves.
This report analyzes the second-screen landscape in several key markets and assesses the market from a wider perspective, identifying the strengths and weaknesses of strategies adopted to date and advising on the action companies should take to ensure they benefit from this new business opportunity.
Ted Hall, Senior Analyst