Tore Melling, Digital Entertainment Director at Norwegian pay-TV provider Canal Digital, on the new business areas presented by second-screens, the user experience currently offered by Smart TV apps, and the impact that Social TV services might have in the Nordic countries.
What do you see as being the most significant consequences of second-screen interactions for the TV industry?
It is becoming clear that programme producers, broadcasters and pay-TV operators have to be engaged in second-screen production.
Even if second screens have been used in TV shows in the form of simple SMS and MMS for about a decade, now, with tablets and smartphones it has suddenly become an important touch-point for the viewer.
For players in the industry this means that this is a new business area that must the addressed and implemented in the operation and in the organisation.
Are Smart TV apps currently enhancing the user experience, or detracting from it?
Unfortunately, Smart TV apps are currently not adding value to the total experience in front of the TV, due to the separation between the linear offering and the Smart TV environment.
But it has value for the consumption of online content, gaming and other services.
How do you think companion screen apps can change the power balance between broadcasters?
It will become a new arena to compete on. Who shall “own” the viewer – the companion app from the programme producer, the broadcaster or the pay-TV operator ? Or simply Facebook or Twitter? May the best app win!
What impact do you think Social TV services are going to have in the Nordic countries?
It will not drive TV viewing up or down or from one channel to another, that will still be determined by the quality of the TV Shows, but social TV done right will increase both program engagement and perception of value for money