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But there are a few crucial differences: With the new conversion strategy, the notification would occur in real time. Though not instantaneous, it would be a good deal faster than CAS, which sends subscribers e-mails, voicemails or browser-based messages that can occur weeks after the alleged piracy takes place.

Other findings included that 87 percent of people want to be able to get more perspective on a story by seeing through a particular character’s eyes or changing the point-of-view altogether and switch to a different character.

91% say narratives with a “real-time” story-world would motivate them to tune in more often to ensure they weren’t missing anything,” the report said.

41 percent of people use a second screen at least once per week while watching TV. Additionally, 67 percent say that using a second screen to interact with TV content would increase their overall TV viewing. The most popular second screen activities while watching TV tended to be goal-oriented, such as earning rewards (80% interested), voting to decide a show’s outcome (79%), or making a purchase (76%).

92 percent of respondents agreed that there was a “a real opportunity for brands to make ads feel more like a story or a game that they’d naturally choose to engage with”

people want a more immersive story-telling experience across different devices, and one in which characters continue to live out their lives,

"If your show is creating conversations on Twitter, it is more valuable, and you should get credit for that," said Rachael Horwitz , a spokeswoman for Twitter, which provided information to Nielsen to help create the new Twitter TV ratings.

At an industry event in Beverly Hills this summer, CBS Chief Research Officer David Poltrack id "word of mouth" interactions about TV mostly still occur face to face, not on social media. He said that while Twitter's importance is growing and CBS is "immersing" itself in it, "right now it is focused on a small segment of the population."

Nielsen says the number of people tweeting about TV was 19 million in the second quarter, up 24% over the year-earlier period.

"We are a national company and our sales come from the suburban market more so than the metropolitan areas, where [Twitter's] strength lies," said Michael Zuna , chief marketing officer of the insurer.

tations must recalibrate the way they think about how they put stories together, Bowditch said. Rather than focusing on creating a news story to fit a certain timeslot in a newscast rundown, they must shift to a “story-centric” model of news production and take advantage of their websites and social media posts where time is not a limiting factor, he said.

“From Millward Brown’s 2014 AdReaction report, we see that, on average, multiscreen users in the US ages 16 to 45 spend 68 minutes using a smartphone while watching TV, and 24 minutes using a tablet while watching TV,” she said. “These numbers suggest the ability of a novel app, with a good user experience, to command a lot of time and attention from multiscreen audiences.

“Furthermore, the interactivity that could be offered by second screen apps is also something that resonates with audiences. The key is that second screen apps have to make the second screen experience easy and related and plug in to the content on the first screen rather than just the advertising.”

Overall, second screen experiences appear to be moving away from check-ins in a reflection of how viewers are increasingly watching multiple episodes of a show in one sitting. In fact, the least favorite activities for second-screen viewers are using an app to identify music on a TV show being watched (15 percent) and checking in to a TV program via an app (12 percent).

In comparison, 32 percent browse the Web for information about what they are watching on TV, 25 percent research products seen on TV, 21 percent chat with friends about a show, 20 percent post status updates, 18 percent visit a show's Web site.

The second screen apps earning the highest praise in the report: • NextGuide, a personalized TV listings guide designed for the iPad. • BuddyTV, a universal TV search and recommendation portal. • Beamly (formerly Zeebox), a social TV and networking platform geared toward mobile devices. • Viggle, which offers engagement incentives for consumers to earn points for real-world rewards. • The USA Anywhere TV Everywhere app. • The HBO Go TV Everywhere app. • The NCAA March Madness app created by Turner and CBS. • SmartGlass, the game-centric second screen endevour Microsoft launched for the Xbox platform. • ConnectTV, which offers consumers the ability to clip and share a short clip of the show they’re viewing.

report also delves into the two major use-cases of second screen apps: the second screen as a companion experience and as a multi-screen viewing experience; and examines how developers and publishers have taken advantage of 4G LTE networks to create second screen apps experiences — especially for sporting events — that allow for seamless access in and out of the home.

arlier this year, Twitter announced 16 new video streaming partnerships, including a 24/7 news network partnership with Bloomberg, but a Q2 user base and advertising slump has put increased on the platform to step up its live video content.

just five apps, including Netflix, YouTube and Pandora, get the majority of use on all connected devices.

There are going to be more audiences watching more video on more screens, a lot of new business models, a lot more people watching more stuff and being able to pay for it

right now content providers may be too concerned with content protection, at the expense of viewer engagement.