The New Age of Dual-Screen Viewers

Remember the days when the most controversial or weird scene appeared on your favorite TV show, and you wished you could enter the minds of TV fanatics like yourself, questioning whether their thoughts were similar to yours? Well, with today's fast and growing technology, and the ability to reach someone in less than 1 second via web, smartphone, or tablet, it is a definite possibility. People all over the world are using their technological devices to interact with each other about characters and scenarios while watching TV at the same time. Research from the Nielsen study concluded that the average TV consumer spends about 3 hours and 40 min a month watching TV while using the internet (two-screen consumption).

Now, networks like ABC, Bravo, and MTV are monetizing this new age of dual-screen viewership, seeing it as an opportunity to sell themselves to advertisers on TV and online. Allegedly, Bravo was one of the first to initiate the monetizing method in spring 2009 during the season finale of Real Housewives of NYC, second season. A "virtual viewing party" was hosted via http://www.bravotv.com/ , giving fans of the Housewives series access to communicate with fans all over the country, as well as C-list celebrities. A spokesperson from the Bravo network revealed that its digital revenue increased by 53% since incorporating this method.

Both the networks and their audiences can benefit from this new way of watching television. While the audiences engage in synchronized interactions, express opinions, suggest alternative plots and advertise themselves, networks use this outlet to increase ratings and include advertisement on TV and online.

Central venues like Miso, Get Glue, and Philo allow networks to include these digital activities:

·         CBS has an iPad application for NFL football.

·         ABC had an iPad app for an unsuccessful series of My Generation, which ended after the second episode, featuring polls, quizzes, and character. 

·         The CW has a "Watch and Tweet" link allowing fans to interact not only with other fans, but also creators of select shows.

·         MTV also incorporates these apps during the VMA's, Presidential events, Movie Awards, and so forth.

The Unsexy Side of SIRIUS XM radio

On July 29, 2008 a genius idea was accomplished for two large radio companies, or so it seemed. SIRIUS Satellite Radio and XM Satellite radio merged into the second largest radio company in the country with over 18.5 million subscribers. Mel Karmazin, CEO of the newly emerged radio company, now called SIRIUS XM Radio, was pleased to announce its success. “Every one of our constituencies is a winner. Combined, SIRIUS XM Radio will deliver superior value to our shareholders. By offering more compelling packages and the best content in audio entertainment, we are well positioned for increased subscriber growth.” The united station guaranteed over 300 channels of programming and talk show packets including Howard Stern, Oprah, and Martha Stewart. Karmazin also revealed that the company’s stockholders would receive 4.6 shares of SIRUIS’s common stock for each share of XM. What a wonderful idea right? Wrong…well at least in the eyes of Karmazin.  

On the flip side, Karmazin broke down to reporters in October 2010, admitting that his genius idea was a lot harder to handle than he had thought. Although the stations successfully merged into one large company, the cultural differences caused difficulties and altercations, and the staff size became too large to manage. Eventually, Karmazin had to cut down the staff, dismissing about 500 employees. “Not because they weren't good, but because we didn't need them,” stated Karmazin. He went through a long and though process interviewing his internal staff, and choosing the best candidates for the company. Although SIRIUS XM Radio is known as “The Best Radio on Radio,” and for having exclusive content relationships with renowned artists and personalities, Karmazin confirmed that there is nothing sexy about production behind the scenes.