Networks, advertisers and tech start-ups have been trying to better engage consumers who increasingly play with their smartphones and tablets while watching TV. According to a TV industry study, they have a long way to go.
The Huffington Post launched an iPad app this week that may one day pave the way for tablets to dethrone TV as king of the living room. The app, called HuffPost Live, offers a mix of entertainment and social interaction and can throw itself onto a TV screen.
There may come a time in the not-too-distant future when a primetime staple without a second-screen app is a rarity. USA is launching one for its WWE Monday Night Raw programming, allowing live syncing between a mobile device and the broadcast.
British firm Monterosa is launching a set of tools to help TV companies make their own “second-screen” apps and websites designed to be used by viewers while watching their shows. The tools will be invitation-only for now, and are aimed at broadcasters, producers and brands.
The network will use the ACTV8’s apps to let viewers interact during live broadcasts of Fox shows.