The second screen has to be “light touch and complementary, not competing”, according to Paul Clark, technology controller, online, pay and interactive, ITV.
Speaking in a panel discussion entitled Content discovery and dissemination: Creating a deeper bond with viewers, he added that its second screen apps are currently pushed through the browser and this is working well.
Referring specifically to the X Factor app, Clark said that a new functionality had recently been added to it allowing viewers to vote.
Asked about monetisation, Clark conceded that ITV is still on a learning curve and behind Channel 4.
The idea behind the second screen, which is effectively “a funnel”, is to get people more engaged so that when they watch long form video they will be able to be monetised.
Commenting on likely developments in the next 1-3 years, Clark said that he could envisage the second screen being used for discovery, though not at ITV.
When asked about targeted advertising on the second screen, he said there was little of it going on at present.