Second Screen Disruptor?

An article in Paid Content noted that the nascent Second Screen industry faces an uphill climb if the objective is to disrupt the Hollywood “cabal.” This reminded me of the closing question asked by the moderator of a panel I spoke on at the Next TV Summit in September – I’ll paraphrase: “So is Second Screen going to be a revolution, or a slow, measured disruption?”

I was the only panelist who chose “slow and measured,” and I did so for two reasons:

1. Hollywood doesn’t change business models overnight. The current ad model – despite its inefficiency – is in its eighth decade.

2. Second Screen should complement the existing model. By building loyalty, extending the narrative, and expanding the reach and effectiveness of advertising, Second Screen, if anything, is a reinforcement.

Uphill climb? Sure. Just like any new industry. But the fact is Second Screen apps conform to the behaviors of today’s multitasking viewer. They provide a synchronized, interactive dimension that is great for audience insight. They add value to advertisers – additional inventory, interactivity and user analytics – whose investments in the first screen are not particularly efficient.

And they can be great marketing tools for your content.

So what’s all this talk about disruption?