Ahead of his appearance at the OTTtv World Summit, IP&TV News talks second screen with Atıf Ünaldı, VP Turkey, Fight Network.
IP&TV News: What do you think are the main effects the second screen has had on media consumption?
Atıf Ünaldı: As we all know, approximately 85% of tablet and smartphone users use their device while watching TV. But it’s important to establish why. Is it to adjust their attention, fill the time, interact with friends, take in more information? Is it to interact with the content on TV? Whatever the aim, I mostly describe the second screen as a disorganized EPG, or chaotic trend analyser.
With the growth of wearable electronics, we will probably see some new “second screen” devices appear in the future. These devices may not only fragment the second screen but also intensify its importance. As a result, the second screen will increasingly influence and affect media consumption on the first screen.
Nowadays we see this in the way that many Twitter users, after reading the TV-related tweets, turn their TV on.
How do you see this technology changing content itself?
All of my consultees, working in the TV sector, are very interested in these changes, but none of them know what it will mean precisely in terms of programme formats.
We all foresee interactive formats for viewers. But there are so many questions. Will viewers prefer to be more active or more passive in their participation? Will they feel secure enough to reveal behavioural information? Will channels have enough marketing tools to attract the viewers? But the least we can say is that the content will change, and probably become more interactive, personalized and attractive.
In terms of monetisation, what new opportunities does the growth of the second screen open up?
We use second screen for several different purposes, as I’ve said. Whatever the purpose you can add marketing features to the applications – and perhaps the second screen marks the beginning of a new era of interactive and measurable marketing.
But marketing is not the only way to monetise the second screen. You can add some services which provide augmented reality abilities, or additional premium information and content. However, the majority of successful cases today remain interactive marketing applications.
What are the biggest challenges in OTT at present? How do you see these being overcome?
IPTV is the biggest challenge for OTT. In many countries IPTV doesn’t work at all well.
The second most important challenge is differentiation. In all TV platforms, including satellite, IPTV and OTT, I believe that interactive channels are the most important features for differentiation. Unfortunately I can’t see any successful case for interactive channels, yet, that could differentiate an OTT box from its competitors.