Análisis del uso e interacción con aplicaciones second screen en TV Social en España

Fernando Galindo Rubio; Elena Fernández Blanco; David Alameda García

doi:10.7764/cdi.35.565

Authors

Fernando Galindo Rubio Universidad Pontificia de Salamanca. Salamanca, España
Elena Fernández Blanco Universidad Pontificia de Salamanca. Salamanca, España
David Alameda García Universidad Pontificia de Salamanca. Salamanca, España

DOI:

https://doi.org/10.7764/cdi.35.565

Keywords:

Social TV, smartphones, technology, applications, interactivity, social networks

Abstract

This paper analyzes the current situation of second screen applications in Spain, a phenomenon aimed at the interaction with social television trough smartphones. To this end, a map of the activity with reference to the three main forms of interaction is built: conventionat social networks,cohesive content applications and second screen applications. Assessing the knowledge and effectiveness of these applications and their effectiveness is the purpose of this work, developed with a mix of quantitative and qualitative research techniques and focused on the use of second screen applications and the interactions that the users establish with them. Wrong configuration of the added value that these applications offer is revealed as the main result of this paper, that has the goal of being useful to review the configuration of the added value of existing applications, and as support in designing and structuring future ones.

Author Biographies

Fernando Galindo Rubio, Universidad Pontificia de Salamanca. Salamanca, España

Ph.D. in Communication and is professor since 1994 in the Faculty of Communication of the Universidad Pontificia de Salamanca. He has also taught in doctoral and postgraduate programs in other academic institutions in Spain and Portugal. His line of research focuses on creating new formats and audiovisual content for smartphones. The results have been reflected in several research articles and publications from universities in Spain, Portugal, Colombia and Florida (USA).

Elena Fernández Blanco, Universidad Pontificia de Salamanca. Salamanca, España

Ph.D. in Information Sciences (Advertising and Public Relations) from the Universidad Complutense de Madrid and is a university specialist in Praxis of the Sociology of Consumption: Theory and Practice of Market Research from the same university. Since 1998 she is a joint professor of the Faculty of Communication at the Universidad Pontificia de Salamanca. Among the highlights of her line of research are research and planning of advertising media and brand strategy, integrated communications of brand and industry and advertising management.

David Alameda García, Universidad Pontificia de Salamanca. Salamanca, España

Ph.D. in Information Sciences (Advertising and Public Relations) from the Universidad Complutense de Madrid and is Technical in Marketing Research from AEDEMO. He has developed his professional work in GECA Consultores and CIMEC. He is professor of the Faculty of Communication of the Universidad Pontificia de Salamanca and director of the Master Brand Communication of the same university. His lines of research are focused on the analysis of the advertising industry, brand management and marketing.