Second screen (2nd screen) applications are among the latest of the TV-industry’s innovations to retain the TV-viewer’s attention in a challenging multi-screen environment. These applications can be regarded as an extension of TV-content consumed on a TV-set towards lightweight portable devices such as tablets. Despite the numerous commercial instances available internationally and the existing literature on the topic from a technical perspective remains the audience side of this phenomenon underexposed. Moreover, in the case of Flanders, 2 nd screen applications are thus far rather marginally commercially implemented. In this research, we aim to elicit what TV-viewers anticipations are regarding 2 nd screen functionalities. By applying means-end theory and a laddering approach we were able to discern how these anticipations subsequently relate to the TV-show itself, the consequences for the viewing experience, as well as how 2nd screen is expected to fit within the viewer’s everyday life.
De Meulenaere, J., Bleumers, L., & Van den Broeck, W. (2015). An Audience Perspective on the 2nd Screen Phenomenon. The Journal of Media Innovations, 2(2), 6. https://doi.org/10.5617/jmi.v2i2.909