Second screen

Second Screen (Engl. For the second screen ) is incurred to 2010 term, the use of a second screen in parallel with the current television program describes. The second screen is typically an internet-enabled mobile phone ( smartphone ) or a touch-sensitive tablet computer . On the second screen, the user can call up additional information from the Internet that goes beyond the television program or comment on the program interactively with others online.

The second screen should not be confused with the split screen (several sources of information on one screen) and the multi-monitor (several computer screens for better visualization).

Scope of use of second screens

Page hits in March 2010 for the Wikipedia page " Siggi and Babarras ". After a corresponding quiz question in the program Who Wants to Be a Millionaire , the Wikipedia page is suddenly accessed almost 100,000 times.

TV viewers "surf, tweet, blog or look up quiz answers on Wikipedia". According to research by the advertising industry, the proportion of users who are active alongside the program is relatively high: studies show that around half of viewers between 14 and 49 years of age in Germany use a second screen next to television. In the USA in 2012, according to Nielsen, 62 percent used smartphones and tablets several times a week while the TV program was running as a second screen; 84 percent at least once a month, with the younger ones more likely to use the smartphone and the older ones more likely to use a tablet.

The ARD / ZDF online study 2012 offers a slightly more differentiated picture. According to the study, 20 percent of the broadest possible group of users (including occasional Internet users, “at least infrequent” use) resort to offers parallel to the television program, especially those under 40 years of age. That should be 10.17 million people. Men are twice as likely as women to report doing this, while non-program Internet use while watching TV showed no gender differences. The number of second-screen users is estimated to be only around six percent or 3.05 million for all scenarios examined. According to the 2013 ARD / ZDF online study, around half of television users have never used television and the Internet at the same time. The other half use the Internet predominantly without reference to the program currently on TV. The younger the user, the clearer this behavior is. Most use smartphones (around one third of all online users), only a few use a pad (5%).

Second-screen usage is also clearly reflected in Wikipedia 's access statistics. The ten articles that were most frequently accessed on German Wikipedia in 2012 include How I Met Your Mother and The Big Bang Theory . In addition to such general information pages on series or films, Wikipedia comparatively often contains articles on actors, issues that are thematized in feature films or documentaries, or z. B. Visitors to TV shows or sports events broadcast live on television called. The research for answers to questions from well-known quiz shows can also be observed regularly. In addition, it has already been established that the program-related Wikipedia pages are mainly accessed while the programs are being broadcast, which confirms the actual parallel use of TV and internet-enabled second screens.

Special second screen offers

In addition to the use of general, program-independent websites, there are also special second-screen offers that are tailored to the use of the Internet while television programs are in progress. Here are social networks or apps used by the television or from the advertising industry are provided. These serve to bind viewers to the program and the broadcast. It should also be used to market new advertising spaces.

Broadcasters and the advertising industry are still experimenting to find out which formats are best for which purposes.

Special social networks

There are social networks that specialize in discussing the current television programs. The viewers can chat with one another here or exchange ideas with one another in other ways.

Offers from television channels

The programs that are now tailored to second screen use include Wer wird Millionär or the sports show . The ZDF accompanied the first broadcast on October 6, 2012 Wetten, dass ..? with a web app in addition to the live stream that did not have to be installed, but only required an HTML5 -capable web browser. In May 2015, the media library app was replaced by the ZDF app, which, among other things, accompanies Maybrit Illner's talk show with a participation offer. The ARD added the episode The forest is black and silent in the crime series Tatort with an online game. RTL offers an app in which viewers can follow additional information on the current program in parallel. The ORF has announced that it will offer additional camera settings and data on events for tablet users during the World Ski Championships in Schladming in February 2013.

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In addition, TV shows are also discussed on social networks such as Twitter with the help of hashtags and on the TV channels' Facebook pages. Sometimes several million viewer reactions are posted during a broadcast. The teletext service of the ARD collects tweets from Twitter with certain hashtags on particularly popular programs, such as the talk show Günther Jauch or the crime scene . The expansion of Facebook pages for individual programs is also used to collect audience comments.

Offers from the advertising industry

The second screen is used by the advertising industry to communicate the advertising message more directly. For this purpose, Google AdWords is used, for example , by booking certain search terms that match television programs. Or a QR code is displayed that leads directly to a specific website via a smartphone. This is particularly useful for online trading.

criticism

While optimists like the internet political blogger Markus Beckedahl see the possibility of participation and actionism on the second screen via Twitter, critics find it absurd when social networks are used to comment on the current television program and do not want to be bothered with it.

literature

• Uli Gleich: Second screen and social media use . ARD research service. In: Media Perspektiven . No. 2/2014. Pp. 111–117 (overview of the state of the art; accessed on June 3, 2015).
• Michael Klemm / Sascha Michel: Social TV and political appropriation. How viewers comment on the content of political discussion programs via Twitter. In: Journal for Applied Linguistics (ZfAL), 60, 1/2014, pp. 3–35.
• Christopher Buschow, Beate Schneider, Lisa Carstensen, Martin Heuer, Anika Schoft: Social TV in Germany: Will social interaction save linear television? . In: MedienWirtschaft , 10, 1/2013, 24–32.
• Christopher Buschow, Beate Schneider (ed.) (2015): Social TV in Germany . (Volume 30 of the publication series of the Lower Saxony State Media Authority NLM) (VISTAS Verlag). ISBN 978-3-89158-608-2 .
• Klaus Goldhammer, Florian Kerkau, Moritz Matejka, Jan Schlueter (2015): Social TV. Current usage, forecast, consequences. . (Volume 76 of the media research series of the State Institute for Media North Rhine-Westphalia LfM) (VISTAS Verlag). ISBN 978-3-89158-612-9 .

Individual evidence

1. ↑ ^{a b} Unless otherwise stated, the article is based on the contribution by Frank Puscher: With the second one sees better. Second screen: Apps link tablets and smartphones with television . In: c't , 26/2012. Pp. 74-76.
2. ^ Valerie Zaslawski: Media usage behavior of young people. Mobile internet is booming . In: NZZ , October 24, 2012. Accessed December 2, 2012.
3. ^ Ivan Berger: The Virtues of a Second Screen . In: New York Times , April 20, 2006. Here, the “second screen” means two computer monitors next to each other in order to distribute complex graphic processing more clearly on two screens. In 2006, smartphones were only just beginning to develop, and tablet computers didn't even exist.
4. ↑ In the Who Wants to Be a Millionaire program on March 8, 2010, the one million euro question was: "Which duo is experiencing their first adventures in Germany as Siggi and Babarras?"
5. ↑ Study by Anywab, quoted in: Frank Puscher: With the second one sees better. Second screen: Apps link tablets and smartphones with television . In: c't , 26/2012. Pp. 74-76.
6. ^ Study by Nielsen: State of the Media: Cross-Platform Report Q2 2012 . Quoted in: swi: Screens on the advance . In: Meedia . November 20, 2012. Retrieved June 3, 2015.
7. ^ State of the Media - The Cross-Platform Report Q2 2012 Nielsen
8. ↑ Chris Gaylord: Second Screen 'Apps Turn Digital Distractions into TV Companions . In: The Christian Science Monitor , April 17, 2012. Retrieved December 2, 2012 from Questia (requires login).
9. ↑ ^{a b} Birgit van Eimeren, Beate Frees: Results of the ARD / ZDF online study 2012: 76 percent of Germans online - new usage situations through mobile devices . In: Media Perspektiven , 7–8, 2012, pp. 362–379 (371).
10. ↑ A survey of 1000 people over the age of 14 carried out by Ipsos for IFA 2013 found that 43% of Germans surfed the Internet while watching TV. In the age group up to 33 it is even 63%. Similar figures are known from the USA, Brazil and other countries. Source: Kabel Deutschland press release of September 2, 2013
11. ↑ Beate Frees, Birgit van Eimeren: Multi-optional television in digital media environments . In: Media Perspektiven , 7–8 / 2013, p. 373, 380 f.
12. ↑ Johan Gunnarsson: Most viewed articles on German Wikipedia 2012 . Retrieved January 9, 2013.
13. ↑ Martin Rycak: Wikipedia access numbers confirm second-screen trend . Retrieved January 9, 2013.
14. ↑ ^{a b} Getting to Grips with the Second Screen . In: Marketing . November 30, 2011. Retrieved December 2, 2012 from Questia (requires login).
15. ↑ Katrin Berkler: Marketing video content optimally online - Fraunhofer IAIS at dmexco 2012 . In: Information Service Science . September 12, 2012. Retrieved December 2, 2012.
16. ↑ ^{a b} Svenja Bendraczyk, Nicola Schwarzmeier: Multitasking for advanced users . In: taz , October 3, 2012. Retrieved December 2, 2012.
17. ↑ New “Wetten, dass ...?” Concept. A UFO for Saturday evening . In: Spiegel online. September 24, 2012. Retrieved December 2, 2012.
18. ↑ ZDF media library app abolished !: New ZDF app relies more on live TV. (No longer available online.) Archived from the original on May 31, 2015 ; Retrieved June 2, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  
19. ↑ "ZDF App". In: iTunes App Store. Retrieved June 2, 2015 (description of the program). 
20. ↑ Contents Tatort +: The online investigation into the SWR crime scene “The forest is black and silent”. The first, accessed on May 13, 2012 : "At this point the viewers become investigators - in the first online game, the crime scene." 
21. ↑ Second screen: ORF additional information on tablets  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.   . In: Futurezone . November 26, 2012. Retrieved December 2, 2012.
22. ↑ Teletwittern in the ARD text . Without a date. Retrieved December 2, 2012.
23. ↑ Oliver Junge: Cologne Conference. The trend is towards the second screen . In: FAZ , October 3, 2012. Accessed December 2, 2012.