Forgive the first person pronoun in the headline, but television is the most emotive of subjects.
Not for nothing does the Simpsons use the TV set as a cultural trope. Perhaps the emergence of broadband and the creative decline of the Simpsons is more than correlative?
Anyway, I don’t dispute the second screen phenomenon, not one bit. I use my phone whilst watching TV all the time.
What I am disputing, outside of a few important examples, is the extent of consumer demand for contextual second screen experiences. Within this disputation comes the assertion that a lot of second screen use is indeed not contextual (aside from social media use) and cannot therefore be ‘monetised’ as such.
Of course, fans of the second screen may point out that the reason second screen usage isn’t yet contextual is because second screen services and apps are nowhere near maturation yet. There may be improved uses and better content to come.
I’d argue that the same problems that beset social advertising (a place for branding but not sales) will ultimately beset the second screen, driven as it is by the demand for socialising whilst watching the box.
See if you agree with my devil’s advocate’s views.