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The app turns your smartphone or tablet into a universal remote, content recommender, and reminder platform. While the phone-as-universal remote concept is not new, based on Peel’s numbers, its users are both savvy and avid tv watchers, which is certain to intrigue advertisers.

Chromecast lets your stream online content to your TV and control it via your new Nexus 7 (also introduced today, along with Android 4.3) or any Android device running version 2.3 or later

Unlike Apple's AirPlay, which can stream content directly from mobile devices to Apple TV, Chromecast pulls content from the cloud. The benefit: If the person initiating the Chromecast leaves the house, someone else can continue controlling the viewing experience with a different Cast-enabled device. It also won't drain the battery of your device.

Like most Google TV devices, it comes with a separate and overly complex remote control. The remote control for Chromecast will be your favorite mobile device (yes, it even beats your iPhone). It's very un-remote like: No special interface or buttons. Since Chromecast revolves around apps, the app remains the interface. If you know Netflix, you know how to work Chromecast.

The iPad may soon join the remote control and DVR in the pantheon of transformative TV devices, if it hasn’t already. Thanks to that prospect, its influence has stretched deeply into media research.  

Consumers would welcome more apps, such as WatchESPN, allowing them to view live content on their iPads anywhere, anytime. Consumers also appreciate opportunities to view content via HBO Go and Netflix platforms.

-Consumers appreciate the opportunity to view content on iPads, but also engage in social media activities at the same time. Networks can capitalize on this.

consumers have been slow to adopt any of the tablet and smartphone-based companion apps created for TV. It doesn’t seem to matter much what functionality the apps offer: discovery, additional content, social intercourse or remote control: the number of viewers willing to both download them and then use them on a regular basis has remained quite small*

There’s an oft-quoted Nielsen stat about how 84% of people are using their tablets while they are watching TV. Which generally means “checking their email or posting something on Facebook because they’re not all that engaged with whatever’s on TV.”

That’s where an actual second screen app may come into play. Both to initiate turning the first screen additional content on and off, and, once it’s up there, to interact with it. (Because for certain types of programming, polls and quizzes are always going to be an option.)