2018 Autumn

The TV, as second screen

It is being raised more and more often at both international and national levels that in certain dayparts not only do particular demographic segments use multiple screens, but also, television is being pushed into the background, and thus, in such situations instead of high attention level, conscious consumption, television viewing becomes a kind of audio-visual sampling process. The question arises if content providers of the television market should react to this changing situation, or if the situation has changed at all? How substantial is multiscreen consumption (where one of the screens is the TV), and how this impacts the situation of the viewer/perceiver, and the efficiency of the information flow?

Goal of the research:
First of all, we intend to confirm or refute the hypothesis whether it may occur at all that the TV serves as a second screen in a situation of multiscreen consumption. If this is indeed the case, then we need to study the extent, and especially concerned demographic segments, dayparts, the typical situations and their frequency. A further question is how this impacts information, impulses and messages delivered through the TV screen?
All this aims at tracking potentially changing media consumption habits through a more effective allocation of programming resources, by better understanding and serving viewer expectations. In this way, the target audience will encounter content prioritised by the channels in high attention level dayparts, while in potentially lower attention level dayparts these may either broadcast content in line with such lower expectations, or these dayparts may be used to enhance interaction between the screens by offering content on the second screen that supports the first screen.

Research questions:
How and for what are different screens used, with special regards to situations when more screens are available, and are indeed multiple screens used at the same time?
demographics, frequency, level of attention directed at the TV, relevance of and interconnections in content appearing on multiple screens
How does multiscreen consumption change during the day, if one of the screens is the television?
change in attention, in the case of multiscreen consumption ratio of time spent on particular screens, changes in this ratio in different dayparts
What content preferences can be observed in situations of multiscreen consumption as opposed to situations when TV is the only screen?
programme types, genres, channels, new, prime content vs. reruns, familiar content vs. unknown content, programmes of shorter or longer duration
How does multiscreen consumption influence the efficiency of particular screens from the aspect of information flow, particularly in the case of the TV?
utilisation of information conveyed by the television (data, storytelling, characters, visual or audio solutions), ability of recall
In the case of multiscreen consumption are content types prioritised that serve/support/allow for this type consumption?
Programmes with plots with simple vs. complex storylines and situations, light content vs. content calling for engagement, priority given to content supported by other brands (celebrities, formats, channels, franchises etc.)