The evolution of social TV for consumers, content producers and advertisers continues to move at a breakneck pace.
Several second-screen-experience insiders recently gathered at Mashable Connect in Orlando to weigh in on those shifting dynamics in the television industry.
With their cautious eyes set on the future, panelists Randy Shiozaki, co-founder of social technology company TVplus, Miguel Monteverde, VP of digital at media company Discovery Communications, and Scott Rosenberg, CEO of social TV startup Umami, shared their insights on stage with Mashable entertainment editor Christina Warren.
"It is hard making great television — it may be harder to make compelling, synchronous experiences for viewers," says Monteverde. Along with the other panelists, he suggests networks and shows need to conceive social components just as early as they produce scripts and scenes.
Single destination apps for all shows, such as GetGlue and Miso, as well as secondary apps for specific networks are all competing for viewers' attention during the shows' original airings and repeat showings.
"There's a lot of noise in the social TV space. A lot," Shiozaki told Mashable offstage. "Many of these companies will disappear over the next year as leaders emerge in the space and capital dries up for these guys. The innovative ones will get acquired…This is a defining year for social TV."
This Darwinistic environment will eventually clear up confusion on what role networks, cable multisystem operators (Comcast, Time Warner Cable, Cox, etc.), smart TVs, production companies and others will play in the space, Shiozaki predicts.
Too many apps with social TV features are disguised as second-screen experiences, adds Rosenberg, but pressure from consumers and advertisers will be what spurs innovation and simplicity.
Advertisers are just as fascinated by social TV initiatives as consumers are with the experiences. Big brands have found success latching onto social media-minded shows, such as The Voice, which features Sprint heavily on-air, online and in-app. But big partnerships like that aren't easy to sell.
"The advertisers are really interested in this stuff, but it's complicated," Shiozaki says. And conceptualizing social ideas before a show airs to attract advertisers early can be dangerous. "You don't know if shows will get sold, and right now there's no way to monetize it.
"Traditional production companies typically cede the digital rights to the network they are selling to. So even if they want to do some very integrated second screen, where will the money come from?"
The panelists also discussed the need for easy-to-use tool sets, which companies would use to create second-screen content quickly, and avoid starting from the ground-up. Think Final Cut Pro.
TVplus offers that simplicity for networks to produce and script second-screen experiences, says Shiozaki.
Monteverde doesn't view those experiences as second-screen, opting to call them his "first screen."
How do you interact with TV using social tools and second screens? How would you like to see the industry change and improve in the future? Let us know your thoughts in the comments below.
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Mashable reporter Lauren Indvik spoke with Scott Havens, the senior VP of Financial and Digital Operations of The Atlantic, on their digital-first publishing model.
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Chad Warren, who handles product marketing and social media for Adobe, conducted a talk titled "Social Media and the Digital Self."
Tamara Vostok, social media manager for Barnes and Noble College, spoke just before lunch on Saturday.
Mashable Community Manager Meghan Peters hosted a panel with (left to right) Brett Martin, Co-founder & CEO of Sonar; Steve Jang, Co-founder & CEO of SoundTracking; Bart Stein, Co-founder of Stamped.
Bart Stein of Stamped talks to Meghan Peters.
Mashable Editor-in-Chief Lance Ulanoff (right) talks with Joe Fernandez, founder and CEO of Klout, about what online reputation really means.
Mashable Senior VP of Communications Stacy Green introduces
Henry Timms, Deputy Executive Director of New York City's 92Y, spoke in a talk titled "New Media, New Technology & the 'New Power'" on Saturday afternoon.
Duane Bray, partner at design firm IDEO, gave the final Connect talk, entitled "Indications of the Future: What Today's Digital Experiences Can Tell Us About Tomorrow".
Author and activist Joe Trippi spoke about how politics and digital are interacting, and if political decisions will change the future of the digital world.
Mashable reporter Lauren Indvik spoke with Scott Havens, the senior VP of Financial and Digital Operations of The Atlantic, on their digital-first publishing model.
Cindy Gallop, founder of IfWeRanTheWorld.com, spoke about digital branding secrets most marketers didn't know at Mashable Connect.
Chad Warren, who handles product marketing and social media for Adobe, conducted a talk titled "Social Media and the Digital Self."
Tamara Vostok, social media manager for Barnes and Noble College, spoke just before lunch on Saturday.
Mashable Community Manager Meghan Peters hosted a panel with (left to right) Brett Martin, Co-founder & CEO of Sonar; Steve Jang, Co-founder & CEO of SoundTracking; Bart Stein, Co-founder of Stamped.
Bart Stein of Stamped talks to Meghan Peters.
Mashable Editor-in-Chief Lance Ulanoff (right) talks with Joe Fernandez, founder and CEO of Klout, about what online reputation really means.
Mashable Senior VP of Communications Stacy Green introduces
Henry Timms, Deputy Executive Director of New York City's 92Y, spoke in a talk titled "New Media, New Technology & the 'New Power'" on Saturday afternoon.
Duane Bray, partner at design firm IDEO, gave the final Connect talk, entitled "Indications of the Future: What Today's Digital Experiences Can Tell Us About Tomorrow".
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