I attended AppsWorld Europe this week to find out some of the latest developments in development of apps, particularly TV Apps. TV Apps can refer either to Apps on a TV screen or to Apps relating to TV programmes. The former just use the TV as a large high-definition screen on which to view an app which can have any functionality. But I was more interested in the second type, where apps are used to comment on and add value to TV programming.
Much has been made of how the young generation in particular watches a second screen while they watch television. They are increasingly using social media apps to share their opinions about programmes, and what is interesting and popular causes many followers to switch channel. These type of apps are outside the control of the broadcaster, but they can provide detailed feedback on what is popular and how to gain and retain viewers. Broadcasters need to be focusing on analysis of social media activity to learn how to improve their audience engagement and growth.
Innovative broadcasters are also using specific apps to add value to programmes, either developing their own or using third party apps. The apps can provide more detailed information on what is happening in the program and links to featured brands. Apps such as Zeebox are already providing time tagging to provide information relevant to the context at a particular point in a programme.
So broadcasters need to be planning to use apps, for feedback and for audience engagement and the AIB will be providing more information in future publications in particular to help our members but also for general consumption.
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