second screen

By Andrew Edgecliffe-Johnson, FT media editor

Most marketers see the “second screen” (the smartphone or tablet catching your eye as you watch television) as a valuable second opportunity for engaging viewers, rather than a distraction from their expensively-crafted messages on the first screen. But in spite of this, some experimentation in how to make this extra channel pay its way is starting to take place. 

Richard Waters

Thanks to a hint about Apple’s TV plans that Steve Jobs dropped to biographer Walter Isaacson, all eyes have been fixed on the revolution that may soon come to the dominant living room screen.

But a flurry of activity is already bringing big changes to the TV experience through “second screens” – and the $20m that has now been raised by Scott McNealy’s start-up WayIn is evidence that investors are paying attention.