A few advertisers have tried Shazam, we’ve witnessed an exceptional Mercedes campaign (www.campaignlive.co.uk/news/1152769), we’ve got excited about Zeebox…but the potential of dual screening is being realised better and more consistently in the US. The evidence is staring me in the face at a session at SXSW in which two US networks are sharing their work in this area.
In the UK, our broadcasters, like our advertisers, have only scratched the surface so far. While shows like X Factor and I’m A Celebrity give viewers a vote, they don’t acknowledge the viewers’ voice within the show itself. All those tweets and Facebook posts are ignored on air. It’s almost as if the programme makers don’t know what to do with them. Read more on Beyond dual screening: how to bake in viewer participation…
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