Multiplatform World: Streamlining Second-Screen Experience Drives User Engagement

Arris' Ruff Says HTML 5 Technology is Where Market is Headed

New York -- The second-screen market is steeped in HTML 5 technology, and manufacturers need to "sync" up with this technology to better streamline the user experience.

"The market is [in] HTML 5," said Jonathan Ruff, senior director, technology applications, Arris."That's where the vast majority of developers are."

Ruff added that the HTML 5 technology is already in set-top boxes, but needs to be implemented into tablets to better streamline the experience. "That's really the value of HTML 5," he says, "is getting [the content experience] across these platforms."

Those comments came during the "Tablet Tune-Ins: Syncing Up with the Second Screen" panel at NewBay Media's "TV in a Multiplatform World" event here Thursday at the Westin. The panel was moderated by Multichannel News' technology editor Jeff Baumgartner.

"[HTML 5] allows us to have greater ubiquity or get to more platforms faster," noted Dina Juliano, VP, user experience and product design, HBO. "It takes away the time we spend on building the individual platform or an individual piece of something."

For Brian Fuhrer, senior VP, product leadership, Nielsen, his dealings with second-screen technology come with clients consistently asking him when the measurement company will implement its announced plan to incorporate tablet and iPad viewing into its metrics.

"I won't say that it's been 'tablet hysteria' since then," said Fuhrer. "But it's definitely the No. 1 question that we get." He noted that Nielsen has to fight the perception that it's "100% penetration." He said that of their TV panels, about 25% have a tablet and 16% have an iPad, noting that numbers are growing. "Clearly, the penetration is really continuing," he said.

Alan Hoff, VP of strategic marketing, SeaChange International, while championing the "unifying promotion capabilities" of HTML 5, summed it up thusly.

"The ease of which we discover stuff on the tablet -- [that's] really what drives the desire," he said.