New generation television monitoring systems and second screen usage: Assessment of active viewer participation

Technological developments from the past to the present and the widespread use of the internet since the mid-1990s caused the convergence of television with the internet, resulting in the new generation of television viewing systems and television became connected with the internet. The new generation television viewing systems, on the other hand, have turned television into a personalized tool by allowing interactivity, contrary to the one-sided broadcasting principle of traditional television broadcasting. Thus, the television viewing habits of the users have changed and their intervention in television content has increased. With the development of technology, the emergence of new communication environments and the widespread use of gadgets such as smartphones, tablets and computers, which are offered to individuals, have caused these devices to be perceived as a threat to television. However, contrary to popular belief, television, which integrates social networks and developing technologies, has started to use these tools as a complementary element. In this study, the concept of social television will be explained in the context of second screen usage by referring to IPTV and its services that offer a new generation of television viewing experience and recognize interactivity. In addition, in the study in question, it was claimed that the use of second screen in the consumption of television content has become widespread, in the context of second screen use and in the transition from traditional television broadcasting to digital broadcast platforms, the transformation that is thought to be experienced by the television and the audience and the use of the second screen with devices such as phones and tablets created a change in the production and marketing of television content. The evaluations and the topics that need to be explained will be tried to be revealed through structured in-depth interview method, which is one of the qualitative research administrators, with sector representatives and academicians.