The cord-cutting debate and the role of second screen in TV, advertising and content distribution

February 2013
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The cord-cutting debate and the role of second screen in TV, advertising and content distribution

At a glance

Television viewing trends are changing, which impacts business models for companies across the entertainment and media ecosystem. Partnerships, new capabilities, and a strategy incorporating second screen technologies can be an important engine for growth.

There’s no question that television viewership trends are drastically changing, but is this necessarily a bad thing for TV networks, advertisers, and distributors? Or can they tap into new opportunities?

At Advertising Week 2012, PwC explored the emerging multiscreen landscape by hosting a debate between students from two universities on the question "Should advertisers, agencies and the media worry about cord-cutting?" This brief summarizes the debaters' points of view on emerging platforms for viewing TV content. Then we take a closer look at the challenges and opportunities second screen technologies present to the traditional TV model.

With innovative partnerships and new capabilities and technologies, a well-planned strategy incorporating second screen can be an important engine for growth.