The document discusses how new technologies are being adopted at an increasingly rapid pace. It provides examples like radio taking 38 years to reach 50 million listeners while the iPhone reached 1 billion apps in 9 months. It then discusses how the second screen experience is evolving with things like live commentary, social integration and interactive elements during TV shows and sports events. Finally, it suggests that the future of TV will be watching what you want, when you want, on any device through on-demand streaming and a more flexible viewing experience unlocked from rigid schedules.

6. THE PACE OF CHANGE
• Radio took 38 years to reach 50 million
listeners.
• TV took 13 years to reach 50 million viewers.
• The Internet took four years.
• The iPod took three years.
• Tablet sales to hit 126 million in 2012
• Facebook added 100 million users in less than 9
months.
• iPhone applications hit 1 billion in 9 months.

7. • In US, 77% use TV & internet simultaneously (Nielsen)
• 50% do so every day (Google/Clustalabs)
• 87% of US smartphone and 88% of tablet
owners use it while watching TV (Nielsen)
• 44% of total tablet usage is while watching TV (Nielsen)
• 72% of under 25’s in the UK comment on
programs via social networks (Digital Clarity)
• 62% of TV viewers pick up the phone as soon as TV
advertising break starts. (Nielsen)

9. Thuiscoach
• Second screen
now in 3rd
season, 17 ep’s
• Frequent calls to
action
• 24/7 pre-show
gameplay and live
play along
• iOS & Android
• Last season:
650K downloads
• On TV graphics,
‘Red Room’
coverage

10. • Metadata
(zeetags)
provides links to
find out more
about the show.
• zeetags tied
in with Twitter,
Wikipedia and
Apple
downloads.
• zeetags tied
in with news

11. Sports
• Contextual
information
• Socially linked
• Fantasy
leagues
• Betting

12. SPG
• When Internet and TV
collide, thousands of
channels will become tens
of thousands.
• What your friends watch
and what your social graph
watch will help you find
content.
• EPG goes backwards to
watch shows you may have
missed.

13. Second Screen
Elections
Netherlands 2012
• ‘Realtime sentiment’,
polls, votes
• Award ‘last word’ in 1
on 1
• Pick debate winner
• Social: compare friends,
follow twitter, share
• Presenter & TV graphics
feedback
• Reports & (social)
analysis, widgets

14. Impact
• 3 big debates
powered by second
screen
• Next-day poll swings
follow second screen
• Huge increase of
visibility and awareness
for second screen
• A mix of excitement
and fear among the
establishment
• Better prediction than
official polls

15. TV YOU WANT TO WATCH
WHEN YOU WANT IT
ON WHAT SCREEN YOU WANT IT ON
• Reduction of artificial scarcity
TV ON DEMAND
• Releasing the chains of scheduling
PULLED NOT PUSHED
• Setting TV free like music industry