• Anne-Mette Madsen
  • Ditte Seier Carstensen
4. semester, Interaktive Digitale Medier, Kandidat (Kandidatuddannelse)

The aim of this Master’s Thesis, is to gain theoretical and practical insight of the challenges regarding user involvement that producers face because of increasing user demand for deeper involvement.

With this Master’s Thesis we define today’s traditional TV viewing “second screen” which merges the field of TV and social media into one combination, maintaining the needs of the modern media users. Second screen is a second electronic devise used by television viewers to connect to a program they are watching e.g. a smartphone, tablet or laptop.

The growth of new digital media, including social media, has meant that producers need to communicate directly to their users. The users are still watching television, but often it is with a second screen – especially when they are watching live events and episode premieres – where the second screen allows users to share their views and opinions.

Today our lifestyle has changed with the emergence of second screen, where television becomes a social event. We no longer need to meet physically with our friends in front of the same TV-program, but we can still enjoy the opportunity to discuss, comment and share both opinions and views on the same show through social networks.

Second screen as an interactive TV platform with integrated social media features brings the TV experience to a new level for both the producers and users by allowing users to read and post comments on social media and make content-related recommendations for a particular program. Second screen can offer extra content like additional information, behind-the-scenes footage, commentaries and interviews with stars. It is important however that second screen not only is a competing platform to the TV-screen but a supplement.

To achieve knowledge of the complex field of second screen, we work with three domains through our Master Thesis: second screen (the technologic domain), the media users (the human domain) and digital business (the business domain). All three domains are analysed through the producer’s point of view with the focus to develop a strategic design - a digital strategy for the producers. The digital strategy has resulted in a book, where producers can get inspiration how they handle second screen.

In order to achieve knowledge about second screen we make use of our empirical study which is in the form of four interviews and our theoretical foundation. To identify the human domain we use our empirical field studies from EM Handball 2014, where we managed TV 2 Handballs official Twitter-account. Through the field studies we achieved knowledge about the modern users and held it up against our theoretical ballast.

We argue that the modern user tweets, shares, engages and co-creates actively in creating their self-identity. Peter Svarre, Kirsten Dinesen and Brian Solis contribute to our understanding of the modern user by focusing on the pull society, where the users talk with each other about-, seek information about-, are amazed about- or criticizes products.

Our Twitter-study and interviews resulted in a large amount of transcribed data, which was processed through the KJ-method. Using the KJ-method our transcribed data resulted in a well-arranged empiricism.

The third domain digital business is based on the results from the two previous domains, where the question arises about how producers can earn money off of the second screen actions.

Producers benefit in several ways from second screen when this is integrated with the TV platform. In general producers can expect a more loyal user base, and moreover the user’s publications on social media can be an excellent magnet for attracting new potential users. The users content about a current TV-program may include a discreet advertisement for the producers. When the user’s posts are retweeted or liked, they are seen by a huge number of users and a viral ripple has been started.

The success of second screen depends on the appeal of the user experience and on the ability to add value to the content. All participants, including users and producers profit from dialogue among social TV users. Second screen are creating new opportunities for traditional media, but still the producers have to earn their profit from the first screen - the TV-screen. Without any TV-program the producers cannot integrate with the user’s second screen.

From a theoretical foundation, we argue that second screen consists of six principles that every producer must understand in order to be able to communicate in today´s media and with today’s modern user. The six principles are: relations, identity, interaction, storytelling, co-creation and availability. The principles provide a fundamental knowledge for producers performing in the traditional TV world. Our empirical studies form the basis for the creation of the six principles.

Our defined aim with this Master’s Thesis is to bring new insight directly to producers about how they can take user-commitment and co-creation into account when focussing on the potential benefits derived from second screen.
Udgivelsesdato2 jun. 2014
Antal sider117


Forside afspecialet
Forside af vores vedlagte bog
ID: 198206475