There has been a lot of discussion about audiences becoming increasingly adept at using multiple platform devices to consume TV content. In a market where 78% of households have internet access, 56% have smartphones, 22% own tablets and 18% have internet-connected TVs, the engagement with iPads, tablets and next-gen phones isn’t surprising.
What is interesting is that contrary to early premonitions, recent reports are confirming what subscription TV has been forecasting from a while: multiple screens will enhance audience engagement with TV and viewing on multi-screens will not divest audiences from viewing on the main TV screen. When it comes to entertainment, we must remember that technology is a means to an end and not the result in itself.
As evidenced by consumer behaviour, people are seeking out content that engages and entertains. Advances in mobile technology and new entertainment ecosystems in our homes are working in favour of the TV industry, as it provides people access to content when and how they want it. And why wouldn’t consumers want more with HD programming, multi-screen and multi-platform interactive content, time-shifted viewing, PVRs and Smart TV technology? The premise of consumer engagement has and always will be quality and relevant content that entertains.
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Via Chuck Sherwood, Senior Associate, TeleDimensions, Inc