[LINK] Prototype second-screen system

[stephen at melbpc.org.au]

Though not mentioned in this news item, here's a new technology that one
imagines could replace traditional advertising on free-to-air television?

"Second-screen prototype hopes to boost couch commerce"

By Nick Barber (IDG News Service) 09 April, 2013
<http://www.arnnet.com.au/article/458442/second-
screen_prototype_hopes_boost_couch_commerce/> 


Akamai Technologies demonstrated a prototype second-screen system that 
presents complementary content on a smartphone or tablet that is 
synchronized with what's happening on the main television screen.

To see the system in action at the NAB Show, watch a video on YouTube.
<http://www.youtube.com/watch?v=9hLWkQQZYEI>

First users would need to sync their mobile device with their television. 

Akamai showed this using a QR code that could be scanned by the user 
watching the television. Every program on TV has a timestamp and content 
ID, which allows the mobile device to display complementary content just at 
the right time for the consumer.

"It's something that can be synced in near-real time," said Kris Alexander, 
chief strategist of connected devices and gaming at Akamai Technologies. 
"By the time somebody looks down from the primary screen it seems like the 
second screen is in real time."

In the demonstration at the National Association of Broadcasters Show in 
Las Vegas, Akamai showed the concept with some preloaded content that 
included a movie, television show and basketball game. When the movie 
showed an actor wearing sunglasses, the tablet displayed the model, price 
and link to buy the shades. During the basketball broadcast it offered up 
information on players who scored and an option to buy tickets.

"It's a lot easier to make content available that's not disruptive to the 
main screen," said Alexander.

There are other options to offer second-screen content, but they're not as 
elegant. For example, some television commercials encourage viewers to use 
the Shazam application to "listen" to the advertisement, which will in turn 
present users with additional content. Rather than pull the information, 
Akamai's concept offers a push model, which it thinks will be more enticing 
to viewers and advertisers.

Alexander said that the information would, in theory, be customized for 
each user. For example, once logged in and linked with a Facebook account, 
different users would get different information depending on their 
interests or recent status updates.

The Akamai Technologies demonstration used an HTML5 Web page so no stand-
alone application was needed.

Alexander said that all of the technology is available now, but the company 
is waiting for content providers to partner with to develop it further. 
There are no immediate plans for commercialization.

Nick Barber covers general technology news in both text and video for IDG 
News Service. E-mail him at Nick_Barber at idg.com and follow him on Twitter 
at @nickjb.
--

Cheers,
Stephen