Multiscreen: Enriching TV, Not just Extending It

According to UK-based Analysys Mason, the emphasis in multiscreen video is now shifting to using tablets as companion devices to enrich the core TV experience, rather than simply extending the availability of video content to other screens. The research house says this approach capitalizes on the growing trend for multitasking while watching TV.The most popular concurrent activities while watching TV among UK consumers in 2011 were using a mobile phone (76%), using a landline (66%) and browsing the Internet (54%). Additionally, 68% of tablet owners watch TV while using their tablet, making it the most-popular concurrent activity, far ahead of the second-most common activity, listening to music (at 35%).