An interesting trend that has emerged in the past few years is the role of companion apps on a second screen. People are watching something on TV and using an app, usually on a tablet, to add another dimension to that experience. Seven has Fango, Nine has Jump-in, Ten has signed with Zeebox and the ABC has recently upgraded its iView app. So far, the primary function of these apps is to create greater audience engagement by enabling social media conversations about the show and to let users get more content and information relating to what they are watching. Do you think the second screen will become mainstream television viewing behaviour in Australia? Will the experience mainly remain social and informational as it has to date or will it go in other directions? For example, will e-commerce and the ability to instantly buy things we see on screen become important?
