First screen first!

Before people can have a second-screen experience in this multiscreen, multiplatform world, they have to have a first-screen experience.

As we round out the first part of 2012 on the heels of three big television events--Super Bowl, Grammys, and Oscars--a lot has been said and written about the power of social media as an extension of the TV experience.

It's easy to see why: triple and quadruple digit increases in user adoption.

According to some accounts, social media comments for the Oscar awards this year were up more than 250 percent over 2011 levels. Meanwhile, social comments about the 2012 Grammys were up an astounding 2,300 percent and those for the Super Bowl were up 580 percent. And viewership ratings were huge.

People have always talked about television at work, at school, and at home. The difference now is that thanks to an abundance of "second screen" devices and platforms, word of mouth is not just visible...it's also accessible down the hall, down the block, and around the world.

CBS

TV marketers welcome this trend--we love anything that enhances the television experience for our viewers, especially when it encourages them to spend more time watching and talking about our shows!

The important thing to remember is that before people can have a second-screen experience in this multiscreen, multiplatform world, they have to have a first-screen experience. It's big event TV, primetime shows, and premium news and sports programming that spark and drive all the conversation on the second screen.

TV is the core of the media solar system around which all the other platforms and conversations rotate. Without its powerful content as a daily catalyst, all other screens and platforms are floating aimlessly in space!

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Tech Culture
About the author

    George Schweitzer's position as chief marketing officer at CBS gives him a unique opportunity not only to observe but also to help shape the ways technology is altering the television industry. A communications major at Boston University who joined CBS after graduation some 30 years ago, George is also an unabashed technology geek who specializes in the latest home automation and entertainment gear.

     

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