Technological progress and changes in society have affected the media consumption habits that people are now accustomed to. The introduction of smartphones, the penetration of social networking services and the increased presence of both have put the consumer in a more active role. In the context of watching TV, these changes have brought up new surroundings for viewing media. This is known as a second screen viewing environment, in which the TV viewer multitasks with another electronic device simultaneously. Second screen content can vary widely, here we are interested in the social media content.Both broadcasting companies and the research community have shown interest towards the field. Many have selected Twitter as the platform of choice to accompany viewers. Tweets are used both among consumers and between consumers and content providers. Researchers have studied the new multitasking environment from a traditional performance and gratification perspective.In this thesis the effects of second screen viewing are explored on the viewing experience. Differences are sought between two viewing conditions, one with plain TV viewing and one where TV viewing is accompanied by a tweet feed on the second screen. In addition, the differences in effect between TV genres are studied.As a result it was found that even though the two media continue to merge, people still differentiate them. Further, it can be reported that significant differences in the suitability of second screen content between the genres were found. Moreover, identifiable factors affecting second screen content amenity are reported.
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