The Investigation of the Second Screen Development of Value-Added Applications

• Main Authors: Kuo, Lan-Ju, 郭蘭如
• Other Authors: Lian, Shu-Chin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/72736436950301700327

碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班應用媒體藝術組 === 103 === Along with the unceasing progress of technology, the internet makes interpersonal interaction more rapid and often. As the social media and software rise and the popularity of intelligent mobile device, the trend not only provides people a more convenient and direct way to communicate and share information but also makes information receiving and delivery more convenient. When video devices (laptop, tablet computer, smartphone, wearable device) other than the first screen receives effective response and feedback of customers by more direct and immediate ways, what role will the original focus “TV” in your living room be? The popularity of the second screen seems have formed an impact and changed the system of media system which created by the first screen. This research aimed at the development of the second screen application service in the domestic and international TV content, and discussed business opportunity in the innovation of value-added application service of the second screen in domestic TV industry. The research mainly adopted qualitative research method and concluded the second screen value-added application service on the market through Secondary Data Analysis and Expert Interview approaches in market segmentation aspect. Most of the cases in the study developed a second screen platform application for users to utilize the network (telecommunication). The providers offer contents and services by platform and enable portable users to select them on the platform service system. The further information receiving and consumer behavior results in forming the new mobile media (industry). The application may create the business by downloading and viewing (by clicking), while the viewer receives information (interactive content/value-added) and trades (e-commerce). The virtuous circle will attract more investment and form a new business ecosystem which initiates another industry value chain.