from the Future of TV workshop at MIT Media Lab, April 2011

1. Dual Screen TV MIT Media Lab : Future of TV Workshop
Dual Screen TV
Venu Vasudevan | Betaworks | venu.vasudevan@motorola.com
Motorola Mobility
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2. Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past ..
device & content inseparable

constrained access
4/16/11

3. Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past .. Present
content
video & interactivity bundled

constrained participation
device
4/16/11

4. Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past .. Present .. Future
content
separate & synchronize
behind Moore’s
rendering
device
beyond
Moore’s
interactivity
4/16/11

5. Dual Screen TV MIT Media Lab : Future of TV Workshop
Benefits of Dual Screen
personalized.
private
viewer
shorter learning curve
faster technology waves.
application
content
direct-to-consumer.
‘cooler’ platforms
developer
creator
superior analytics.
advertiser
Interactivity.
superior
targeting
4/16/11

6. Dual Screen TV MIT Media Lab : Future of TV Workshop
Is Dual Screen for real?
tv appification ..
on to the 2nd screen..
pervasive media multiplexing
2.2 M viewers
100 K dual screen users (week 1)
500 K plays
fast go-to-market alternatives
with promising content
 audio fingerprints
proof pts ..
4/16/11
Ref. GigaOm. TV Apps: Evolution from Novelty to Mainstream

7. Dual Screen TV MIT Media Lab : Future of TV Workshop
Dual Screen Challenges & Futures.
production
monetization
experience
distribution
4/16/11

8. Dual Screen TV MIT Media Lab : Future of TV Workshop
Production & Distribution
studio
atomization of interest groups
mso
studio host
cast
player
friends
curation to the rescue?
quality
timeliness
diversity

9. Dual Screen TV MIT Media Lab : Future of TV Workshop
Experience
reconciling rich social with attention
deficit
reconciling rich participation with
rights management
Bob likes a “Bill Maher” joke.
He clips shares it with tags
‘funny’, ‘mustard’
4/16/11

10. Dual Screen TV MIT Media Lab : Future of TV Workshop
C
Monetization
Ad overlay
appears
User
watches Ad
ad models that take advantage of Local Ford dealer
purchases an ad slot and
schedules an ad with a
a split screen
telescoping application
that gives the user a call
borrowed metaphors?
User enters
phone #
User continues
- dual screen ‘double click’
Later receives a
watching content
phone call from
the dealer
OR new-new
- synchronized advertising
1st screen
ad
Brand Brand
distracting destroying
2 nd screen
Brand
ad effect opposing 4/16/11

11. Dual Screen TV MIT Media Lab : Future of TV Workshop
Dual Screens : where more is indeed better ..

12. Dual Screen TV MIT Media Lab : Future of TV Workshop
Questions?
venu.vasudevan@motorola.com