VRT-medialab

More and more consumers own personal devices such as smart phones (Apple iPhone, Android phones, etc.) and tablets (Apple iPad, RIM playbook, etc) which have actually become regular media devices. The major advantage of these devices is that they offer the consumer a high quality experience of audio, video and text. This evolution strongly influences the way media is consumed e.g. the digital edition of newspapers and magazines.


But besides this evolution in the consumption of media, there is a more fundamental trend noticeable: the devices are an excellent means of digital communication. By this, we mean things everyone is familiar with; SMS, email, chat and surfing the worldwide web. But also the interaction in social networks is becoming increasingly important. The consumer interacts in a more and more digital way by means of his or her personal device. For broadcasters and publishers an unprecedented opportunity presents itself, within the scope their products (newspapers, magazines, programs etc.) to offer the consumer the opportunity to express himself digitally.

To explain how broadcasters and publishers can respond to this opportunity and how they can establish a digital relationship with the “digital” consumer we created a video. By means of an interactive offer on the so-called “second screen” (smart phone or tablet, the first screen being the flat screen in the living room) personal extensions to programs or program schedules are facilitated. This can result in a richer media experience for the consumer, hence a greater involvement with the media brand which, in turn, opens opportunities towards advertisers.

It is beyond doubt that the emergence of the digital consumer offers golden opportunities for the media sector.