With shows such as The Voice and Big Brother regularly popping up on our screens, broadcasters are frequently offered numerous second-screen opportunities to engage with their audiences. As smartphone and tablet consumption increases and the sophistication of mobile and web applications becomes smarter, multi-screening is one area where broadcasters need an aggressive and profitable strategy.

Last year, Celebrity Big Brother annoyed viewers by only allowing those with iPhones or iPads using iOS7, to download its app. The production company made the same mistake earlier this year, alienating any Android or Window users or those with older Apple devices.

On top of this, the X Factor developers also still have a lot to learn, as last year the show reached the lowest viewing figures in ten years, despite offering free voting on their app.

Here are five top tips to maximise second screen opportunities and ensure other broadcasters don't make the same mistakes:

1. In-Sync Conversations

Conversations need to be in sync between you and your customer, the TV and the second-screen. As a result, you could have multiple data sources trying to stay in step, in real-time. You need the ability to cope with mashups of different source data so you can deliver rich engaging content that will stick with customers. You need the ability to engage conversationally back and forth, or bi-directionally, with your customers.

2. Support for Any Device

As mobile traffic grows, mobile devices become increasingly fragmented. With a huge variety of screen sizes, operating systems and capabilities, it is essential for your website, mobile apps and systems to detect and react to the specific device your customers are using.

3. Intelligent Data Movement 

Intelligent data movement (i.e. only sending the latest and most relevant data across the network) means a huge reduction in network bandwidth consumption and therefore less cost, complexity and strain on your datacenter.

4. Personalisation

As big data offers increasingly more insight into customers, the ability to combine this information in a personalised way for an instant dialogue with customers becomes another essential tool for second screen. Distribute the insight gained from big data to the customer as and when they are interacting with your brand to deliver a personalised experience.

5. Live End User Engagement 

Give end users the ability to vote and engage with a live show. Revenue opportunities come from various sources such as advertising and voting but also in keeping that person engaged with your show and the knock-on effect for ratings.

 

By Lee Cottle, Director at Push Technology. 

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