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By Robert Pratten. Monday, July 11th, 2011
'To fully realize the revenues of mobilized TV we need to create unique “story-experiences” that leverage the reach of TV and the personalization & interactivity of mobile.
Rather than fight or deny the audience’s split attention between TV show and simultaneous use of a second-screen – be it phone, tablet, laptop or whatever is to come next – networks would do best to commission shows that tell stories across both screens.
The key is to tell multi-platform stories: not repurposing B-roll content (that doesn’t create a compelling enough mobile value proposition) or churning out tedious encyclopedic character detail (let the fans create that) but by writing multi-layered stories with additional sub-plots and parallel plots intended specifically for mobile and to be enjoyed socially either at air time or later on demand....'
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