NATPE & CEA: Producers & Creators Embracing Second Screens

MIAMI: Part two of a study jointly commissioned by NATPE and the CEA finds that producers and creators see the second screen becoming a permanent part of the viewing experience.

For the report, in-depth interviews were collected with top showrunners about the second screen and how they factor it into the creative process. The group included Vince Gilligan (Breaking Bad, The X-Files), Bruce David Klein (Hotel Impossible, Frenemies), Damon Lindelof (Lost), Caryn Mandabach (Nurse Jackie, That ‘70s Show), Mark Scarpa (The X Factor Digital Experience, Grammy Live), Kara Vallow (Family Guy, American Dad) and Anthony Zuiker (CSI, CSI: NY, CSI: Miami).

Most of the participants said they are excited by the opportunities that second screen content will bring for creators. The advantages include building and sustaining a brand, as well as providing a more meaningful connection between viewers and content. They view the second screen largely as a tool for driving viewers back to the first screen content. The show creators and producers say that the second screen better involves advertisers, enabling the funding of truly immersive engaging content.

“The results of this research, along with the findings on the consumer technology side that were presented at CES, offer a truly ground-breaking look at the opportunities and challenges we face with the second screen phenomenon,” said Rod Perth, NATPE’s president and CEO. “This research offers great insight into the value of program brands and how to sustain them before, during and after they air, which ultimately benefits both advertisers and consumers.”

“Phase one of our joint research project helped identify key areas of consumer interest in engaging in the second screen experience,” said Gary Shapiro, CEA’s president and CEO. “Part two provides critical insights on second screen from the television production community. A deeper exploration of the intersection of these two studies will help device manufacturers and content producers identify a winning, strategic approach to develop this promising market by providing tangible benefits to viewers.”