"The Great Debate: Single-Screen, Second-Screen or Both?" at The TV of Tomorrow Show 2012

[itvt] is pleased to present a video recording of the session, "The Great Debate: Single-Screen, Second-Screen or Both?," which was one of the highlights of The TV of Tomorrow Show 2012 (June 12th-13th).

The session was described in the show brochure as follows:

"In this year of non-stop political discourse, TVOT sets the stage for a friendly debate between two parties not often covered by the major news networks: champions for single-screen in-program and in-ad interactivity (EBIF and smart TV) and champions for second-screen interactivity (tablets, mobiles and laptops). The debate will also include the views of an emergent third party--the Hybrid Party--which believes that the TV of Tomorrow will be driven by both single- and second-screen interaction.

The Single-Screen party has recently been on the defensive against an onslaught of campaigns from the Second-Screen party, but has charged back with some innovative applications while benefiting from connected-TV buzz at CES. Meanwhile, the Hybrid Party has been on the advanced-television rubber chicken circuit, pitching the benefits of 'converged applications' and the like.

The debate will be divided into four hot topics. For each, our panelists will put forward their strongest arguments--illustrated by ITV campaign examples and statistics--respond to opposition points, and address questions posed by the moderator and audience. Here's your chance to get heard and make your opinion and your vote count!

The four topics:

Swing Viewers: Viewers vote every time they tune in, change the channel or pick up a second-screen device. What winning strategies garner the most viewer votes and why?

Technological Edge: In the short term, second screens have the momentum, given lower costs and speed-to-market. What do single-screen advocates have to say about that and their own potential shift to template strategies?

A Strong Economy: To paraphrase a former president, 'It's the business plan, stupid.' The parties will argue the cost/benefit merits of their interactive strategies for both programmers and advertisers and why their approach is best for the overall ITV economy.

Future Vision: What are the parties' visions for the future? Come the next election cycle, what will the ITV landscape look like? What new strengths will the parties incorporate into their platforms?

At the debate's conclusion, we'll take a straw poll on which party earned your vote."

Panelists included:

  • Channing Dawson, Senior Advisor, Scripps Networks (The Single-Screen Party)
  • Lisa Farris, CEO, Get This (The Second-Screen Party)
  • Debbie Fitzgerald, Principal Architect, CableLabs (The Single-Screen Party)
  • Will Keller, President, Interactive TV Commerce (Moderator)
  • Sam Pemberton, CEO, Softel (The Hybrid Party)
  • Anne-Marie Roussel, Head of Strategic Investments and Partnerships, Social Media, Sharp Labs (The Hybrid Party)
  • Pete Scott, VP of Emerging Media, Turner Sports (The Second-Screen Party)

"Agents Provocateurs" included:

  • Zane Vella, CEO, Watchwith
  • Mike Kelley, SVP of Business Development, Programming and Advertising, Ensequence

(Note: [itvt]'s regular daily news coverage will return shortly.)

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