Launch of the Third White Paper on the Second Screen and Television

The Canada Media Fund (CMF) is announcing today the launch of the third and last opus of the white papers series on The Second Screen and Television, co-published with Evolumedia Group. Since the publication of the first white paper on the subject, the number of TV viewers who watch television in multitasking mode has increased steadily. Indeed, this was the case of 50% of viewers in October 2012but this percentage has since increased to 62% of Canadians who now go online on a second screen at varying frequencies while watching TV, according to the Media Technology Monitor.

Certain media observers have noted that it has become increasingly difficult to create a hierarchy of the different screens. In this regard, last June, Strategy magazine published an article examining the following questions: Is TV still today the screen that gathers the most attention when several devices are used simultaneously? Is it even possible to talk in terms of a certain “hierarchy of screens,” namely if one screen is given more attention than another? Observers seem to be divided on this question. That being said, regardless of the order of importance in which the various platforms are placed, it remains highly relevant for content creators to understand the dynamics between these platforms in order to master these “new ways of writing” and learn to reach their fans by other means.


Whereas the main lines of the second screen and social TV phenomenon were exposed in the first part of this trilogy and the second white paper dealt with the benefits and impacts of implementing a second screen strategy for producers and broadcasters, the third part launched today focuses on the development and deployment of these strategies. The third white paper is based on a practical approach and covers the following issues among others:

  • The costs of the various initiatives that could be implemented;
  • Available technologies for second screen producers, each technology having its advantages and inconveniences;
  • Possible advertising integration, depending on the type of initiative preferred;
  • Various interactive animation strategies and tactics;
  • Possible uses of collected data.


Together, this series’ three parts form a complete corpus that can be used to understand the second screen phenomenon, provide the necessary foundation to develop a multi-screen strategy and describe a large number of examples of successfully implemented initiatives to date.

The Second Screen – Production and Deployment white paper may be downloaded in English or French from the CMF’s and Evolumedia Group’s websites (aussi disponible en français : Deuxième écran et télévision – Production et déploiement).

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