A Moment in Time: The Business Case for Single‐ and Multi‐Screen Interactivity

At a point in time when support for single‐screen interactive TV has finally become broadly implemented across pay‐TV platforms, mobile devices‐‐including smartphones, tablets and laptops‐‐have begun to emerge both as programming platforms in their own right and as interactive companion platforms for TV viewing. This session will explore the fast‐evolving interrelationships between single‐screen and multi‐screen interactive TV both from a user‐experience perspective and from a business perspective, asking such questions as: Will consumers and content developers prefer a single‐screen or a multi‐screen interactive experience, and‐‐if their preference is for multi‐screen experiences‐‐on which screens? What are the business cases for developing and deploying both‐‐or either‐‐single‐screen or multi‐screen interactive experiences? And how, specifically, should the ITV community develop cross‐platform experiences that simultaneously engage viewers and deliver a meaningful ROI?