De senaste åren har trenden att använda en second screen i samband med tv-tittande ökat till följd av den ökade användningen av smartphones och surfplattor. Det ökade second screen-användandet medför att innehållet som visas på tv får mindre uppmärksamhet av tittarna. En möjlig lösning för att motverka detta är så kallade programspecifika second screen-applikationer som syftar till att komplettera innehållet som visas på tv och ge tittaren ett mervärde. Denna rapport syftar till att identifiera användningsmönster för en programspecifik second screen-applikation som används under livesända ishockeymatcher samt vilka faktorer som påverkar mönstren. Applikationen består av ett flöde som innehåller inlägg relaterade till matchen, t.ex. kommentarer och videoklipp från sportprofiler samt frågor som tittaren kan besvara och därmed se andra tittares åsikter om olika situationer i matchen. Rapporten diskuterar även förslag på hur resultaten kan användas vid utformandet av flödesbaserade second screen-applikationer samt hanteringen av innehållet i flödet. För att identifiera användningsmönstren utfördes användarobservationer, direkt följda av kompletterade intervjuer, under fem direktsända ishockeymatcher med fem olika användare som ensamma tittade på en match. Resultaten av studien visar att användningsmönstren huvudsakligen påverkas av de olika delarna i sändningen (speltid, studioanalys och reklamavbrott) samt spänningen i matchen. De olika funktionerna i applikationen samt användandet av andra applikationer är också faktorer som påverkar användandet. Resultaten visar även att användarna värdesätter att känna samhörighet med andra som tittar på matchen när de tittar på en match ensam. / The trend of interacting with a second screen while watching TV has evolved over the past years with the increased usage of smartphones and tablets. One program genre in which second screen usage is common is sports. The increasing second screen usage has made it challenging to keep viewers engaged in the content being shown on the TV. A possible solution to this problem is program-specific second screen applications that serve to complement the TV content and give an added value to the viewer. This paper aims to identify usage patterns of a program-specific second screen application, used during broadcasts of live hockey games. The application consists of a feed that contains posts related to the game such as comments and videos posted by sport profiles and editors, and polls that the viewer can answer to see other viewers’ thoughts about different situations in the game. Moreover, the paper analyzes what factors affect the usage patterns and discusses how the findings could be used when developing and managing the content of a feed-based second screen application during a sports game. To identify the usage patterns of the application a triangulation approach was used. Five user observations, directly followed by complementing semi-structured interviews were conducted during five separate live hockey games broadcast on TV. The results show that the usage patterns of the application are mainly affected by the excitement and the different parts of the broadcast (game time, studio analysis and commercial breaks), the different features of the application and the usage of other applications. Moreover, the results highlight the importance of feeling connected to other remote viewers of the game through the application when watching a game alone.

In my dissertation, I study the strategic interplay among firm’s online communication, firm’s digital strategies and its impact on consumer decision making. I identify important strategies that firms can adopt while targeting consumers on search engine platforms, such as Google and Bing. For technology-firms interested in providing information cues to consumers, online advertising serves as an important tool to nudge consumers decision making. Through the use of diverse methodologies, including empirical, analytical, and behavioral, I attempt to answer important questions in this research space. Moreover, I investigate how firm strategies are affected by factors such as heterogeneity of consumer preferences, product quality, and competition. The research spans across disciplines, and makes contributions to Information Systems, Operations Management and Marketing. In essay 1 I investigate the novel context of “competitive poaching”, a phenomenon where firms can generate traffic from search advertising by bidding on competitors’ keywords. In this research I examine the factors that influence the effectiveness of competitive poaching, specifically the role of different ad copies and the type of competitor (poached brand) from which a brand is “poaching. ”I also examine how the presence of sponsored ads from the poached brand and its physical location affect competitive poaching. In Essay 2, I investigate a similar context but here instead of only competing against each other, firms are simultaneously competing and cooperating with each other while advertising on the search engine. Thus, we have a novel context where a firm and its third-party referral partner (often referred to as “Infomediaries”) compete and cooperate while advertising simultaneously on the search engine. In this context, how equilibrium payment and advertising strategies are affected by factors such as traffic quality, advertising effectiveness, leakage, and the nature of contract between the two firms, remains an open question. Using a game-theoretic model, I show that the novel balance between the competitive and the collaborative nature of the interaction, which itself gets affected by the choice of contract and changes in the environmental factors, alters equilibrium strategies commonly expected in existing literature. In my third essay, I study the novel yet increasingly common phenomenon of “multiscreen viewing”, a phenomenon where consumers are increasingly using additional devices (like smartphones or tablets) while watching TV. This provides an additional advertising channel for marketers, specifically the second screen. However, this is not without its complexities; as marketers must optimally time advertisements on the second screen conditional on multiple factors including consumers’ engagement level on the primary screen, consumers’ engagement level on the second screen, and the psychological involvement with the content on the primary screen. Administering multiple behavioral experiments, I investigate how factors such as users’ engagement with the primary screen (e.g., TV), users’ engagement with a second screen (e.g., Mobile), timing of the advertisement, and message congruence, affect second screen usage and ad recall. Theoretical and managerial contributions of each of these essays are discussed. / Business Administration/Management Information Systems

Smart device applications that allow users to interact with a TV show in some way, so called companion apps, are increasingly common. In this paper, we study how the usage of such apps affect viewer engagement when used in groups of three or more people, a common TV viewing scenario. To study these effects, an experiment was conducted, where two participant groups watched multiple clips from a show of their choice, with varying devices running companion apps present. Qualitative analysis of data gathered during these viewings (video recordings, survey responses, and group interviews) show that the usage of companion apps increases viewer engagement in these scenarios by encouraging users to either work together or compete against each other, and that this effect seems to be more prominent among younger viewers. / Applikationer till smarta enheter som möjliggör för TV-tittare att interagera med TV-program de tittar på, så kallade kompanjonappar, blir allt vanligare. I denna studie ämnar vi att undersöka hur användandet av sådana applikationer påverkar tittarnas engagemang i programmet vid TV-tittande i grupper om tre eller fler personer. För att undersöka detta utfördes ett experiment där två deltagargrupper fick välja, och se på, tre klipp från ett TV-program, med olika smarta enheter med tillhörande kompanjonappar tillgängliga. Kvalitativ analys av data från sessionerna (videoinspelningar, enkätsvar och gruppintervjuer) tyder på att användadet av kompanjonappar ökar tittarnas engagemang genom att uppmuntra till sammarbete eller tävling mellan deltagarna, samt att denna effekt verkar mer framträdande hos yngre TV-tittare.

Traditional TV viewing is on the fall and the TV has many competitors today. Around 80% of today’s TV viewers use some form of second screen while watching TV. A growing trend to catch the viewer is interactive applications to the shows. In this report, a survey has been carried out and an interview has been conducted with the developers of one of these applications, developed by the Swedish national TV broadcasters. This was done to answer the question: “How is the experience of a TV show affected by the use of an interactive application? From this, a new design model was created that all interactive TV-applications should benefit from. The study shows that the content becomes more engaging when the viewers themselves can interact, therefore enhancing the viewer experience. SVT is following the design principles for interactive TV-applications that exist today, but according to the new design model, they should focus more on developing the social functions further. They should also give alternatives for the user to adapt the content, such as appearance, in the applications themselves for a better user experience. / Traditionellt TV-tittande är på väg bort och TV:n har idag mångakonkurrenter. Cirka 80% av dagens TV-tittare använder någon annan typ av skärm samtidigt som de tittar på TV. En växande trend för att fånga tittaren är interaktiva applikationer tillprogrammen. Denna rapport beskriver en enkätundersökning samt en intervju med utvecklarna till en av dessa applikationer, utvecklad av SVT Interactive, för att besvara frågeställningen: “Hur förändras upplevelsen av ett TV-program vid användning av en interaktiv applikation?” Utifrån detta har en designmodell skapats, som alla interaktiva TV-applikationer kan dra nytta av. Studien visar på att innehållet blir mer intressant när tittaren själv får spela med, och att upplevelsen därför förhöjs. SVT följer de designprinciper som idag finns för en interaktiv TV-applikation, men enligt den nya designmodellen bör de fokusera mer på att vidareutveckla den sociala funktion de idag har. De bör även ge alternativ till användaren för att själv anpassa applikationens utseende och innehåll för en bättre användarupplevelse.

Submitted by PETERSON DE SANTIS SILVA null (pssilva@eei.com.br) on 2017-07-24T21:38:51Z No. of bitstreams: 1 Dissertação Versão Final (Repostório).pdf: 1996967 bytes, checksum: d4353fea9aeab28308e59bd2a461e1a6 (MD5) / Approved for entry into archive by Luiz Galeffi (luizgaleffi@gmail.com) on 2017-07-26T16:27:12Z (GMT) No. of bitstreams: 1 silva_ps_me_bauru.pdf: 1996967 bytes, checksum: d4353fea9aeab28308e59bd2a461e1a6 (MD5) / Made available in DSpace on 2017-07-26T16:27:12Z (GMT). No. of bitstreams: 1 silva_ps_me_bauru.pdf: 1996967 bytes, checksum: d4353fea9aeab28308e59bd2a461e1a6 (MD5) Previous issue date: 2017-05-24 / O presente estudo visa analisar e apontar a TV híbrida como oportunidade de negócios para as emissoras regionais de televisão aberta no Brasil. O advento da TV Digital e das SmartTVs, entre outras, que permitem o acesso de conteúdos broadband (sinal por IP – internet protocol), em conjunto com a tradicional transmissão broadcast (sinal por ar) apresentam uma tendência de convergência tecnológica e comportamental que une o broadcast e o broadband, a que pode-se denominar “TV híbrida”. A TV híbrida surge não apenas como uma possível convergência natural da cultura da sociedade atual, mas também como oportunidade para uma nova maneira de fazer e ver televisão. Este estudo, por meio de uma metodologia que combina a pesquisa exploratória e o modelo de reconhecimento de oportunidade, identificou a TV híbrida como uma oportunidade de negócios para emissoras regionais de televisão aberta no Brasil, e encontrou no uso da segunda tela oportunidades de negócios para mensuração da audiência, publicidade estratégica, conteúdos extras, ensino à distância (EaD) e edutretenimento, e relacionamento e fidelização da audiência. / The present study aims to analyze and point out the Hybrid TV as a business opportunity for regional broadcasters in Brazil. The advent of Digital TV and SmartTVs, among others, which allow the access of broadband content (using a signal enabled by IP - internet protocol), together with the traditional broadcast transmission (signal enabled by air) present a trend of technological and behavioral convergence that unites the broadcast and the broadband, which can be called "Hybrid TV". This said Hybrid TV arises not only as a possible natural convergence of the culture in today's society, but also as an opportunity for a new way of making and watching television. This study, using a methodology that combines exploratory research and the opportunity recognition model, has identified hybrid TV as a business opportunity for regional open television broadcasters in Brazil, and found in the use of the second screen business opportunities for Audience measurement, strategic advertising, extra content, distance learning (EaD) and edutainment, but also to enhance audience relationship and loyalty.

Submitted by Geyciane Santos (geyciane_thamires@hotmail.com) on 2015-11-23T21:08:30Z No. of bitstreams: 1 Dissertação - Cláudio Henrique Albuquerque Rodrigues.pdf: 3025271 bytes, checksum: 33bddf32584a136783577f65549474ff (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2015-11-27T20:36:37Z (GMT) No. of bitstreams: 1 Dissertação - Cláudio Henrique Albuquerque Rodrigues.pdf: 3025271 bytes, checksum: 33bddf32584a136783577f65549474ff (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2015-11-27T20:43:17Z (GMT) No. of bitstreams: 1 Dissertação - Cláudio Henrique Albuquerque Rodrigues.pdf: 3025271 bytes, checksum: 33bddf32584a136783577f65549474ff (MD5) / Made available in DSpace on 2015-11-27T20:43:17Z (GMT). No. of bitstreams: 1 Dissertação - Cláudio Henrique Albuquerque Rodrigues.pdf: 3025271 bytes, checksum: 33bddf32584a136783577f65549474ff (MD5) Previous issue date: 2015-09-11 / Não informada / The Second Screen is a technology created to offer the viewer the ability to interact with the content through mobile devices using applications created for this purpose. It is a platform that is already being used in cable television and satellite television, on some channels available in this type of business, pay TV. It is also used in available content through Bluray media and movie theaters. Among the new applications and services of the companies in the field of electronic games, there are applications that allow players to transform smartphones and tablets on a second screen to enhance the overall experience of a player compared to controls and challenges of a game. The purpose of this work is to create an interactive application prototype for Brazilian System of Digital Television - SBTVD in the ISDB-TB standard (Integrated Services Digital Broadcasting Terrestrial Brazil), that provides the second screen technology in mobile viewers. For this, it will be carried out changes in the signal generated by content providers to inclusion of the second screen option and creating the necessary conditions for detection, synchronization and use of this technology by the end user at his residence. To check the operation of the proposal, it was set up a test environment with the necessary components to simulate the complete system. / A segunda tela, ou em inglês, second screen é uma tecnologia criada para oferecer ao telespectador a possibilidade de interagir com o conteúdo por meio de dispositivos móveis, utilizando aplicativos criados para este fim. Trata-se de uma plataforma que já está sendo utilizada na TV a cabo e na TV via satélite, em alguns canais disponibilizados nesta modalidade de negócio, TV por assinatura. É utilizada também em conteúdos disponibilizados através de mídia BluRay e nas salas de cinema. Entre as novas aplicações e serviços das empresas do ramo de jogos eletrônicos, já existem aplicações que permitem aos jogadores transformarem smartphones e tablets em uma segunda tela para melhorar a experiência geral de um jogador em relação aos controles e desafios de um jogo. A proposta deste trabalho é criar um protótipo de aplicação interativa para o Sistema Brasileiro de Televisão Digital - SBTVD no padrão ISDB-TB (Integrated Services Digital Broadcasting Terrestrial Brazil), que permita disponibilizar a tecnologia de segunda tela em dispositivos móveis aos telespectadores. Para isto, serão realizadas alterações no sinal gerado pelos provedores de conteúdo para inclusão da opção de segunda tela e a criação das condições necessárias para detecção, sincronização e utilização desta tecnologia pelo usuário final em sua residência. Para verificar o funcionamento da proposta, foi criado um ambiente de testes com os componentes necessários para simular o sistema completo.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-06-15T12:48:16Z No. of bitstreams: 1 mayradeoliveirasa.pdf: 2417121 bytes, checksum: f0d0f8875d10d1bd97ea4054d5b1a86b (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-07-13T14:10:48Z (GMT) No. of bitstreams: 1 mayradeoliveirasa.pdf: 2417121 bytes, checksum: f0d0f8875d10d1bd97ea4054d5b1a86b (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-07-13T14:11:08Z (GMT) No. of bitstreams: 1 mayradeoliveirasa.pdf: 2417121 bytes, checksum: f0d0f8875d10d1bd97ea4054d5b1a86b (MD5) / Made available in DSpace on 2016-07-13T14:11:08Z (GMT). No. of bitstreams: 1 mayradeoliveirasa.pdf: 2417121 bytes, checksum: f0d0f8875d10d1bd97ea4054d5b1a86b (MD5) Previous issue date: 2016-02-22 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O presente trabalho é um estudo sobre a TV digital brasileira, principalmente em relação as suas propostas de inclusão digital, através da interatividade com o público. Para isso, a partir dos estudos de Mattos (2002), Jambeiro (2008), Machado (2003) e Barbosa (2007), são apresentados tanto a evolução da TV, quanto as características que fazem da televisão, ainda hoje, o principal veículo de comunicação no Brasil. Após isso, a pesquisa volta-se para as propostas de interatividade da TV aberta, por meio dos aplicativos para outros dispositivos, com destaque para autores como Primo (2003) e Santaella (2010). Com a análise do funcionamento e dos conteúdos do aplicativo para as partidas de futebol exibidas pela TV Globo, a partir da Copa do Mundo de 2014, e também com a da apresentação de dois projetos desenvolvidos pelo grupo de pesquisa Laboratório de Mídia Digital da UFJF, o trabalho busca comparar o que se tem visto como estratégia das grandes produtoras de conteúdo televisivo e em trabalhos que se dedicam a essa temática, feitos em âmbito experimental e acadêmico. / The present work is a study on the Brazilian digital TV, especially regarding its proposals for digital inclusion, through the interactivity with the audience. To do this, from the studies of Mandy (2002), Jambeiro (2008), Machado (2003) and Barbosa (2007), are presented both the evolution of TV as the features that make television, the main vehicle of communication in Brazil still today. After that, the search turns to open TV interactivity proposals through the apps for other devices, especially for authors such as Primo (2003) and Santaella (2010). With the analysis of the functioning and contents of the application to the football matches shown on TV Globo, from the 2014 FIFA World Cup, and also with the presentation of two projects developed by the research group Digital Media Lab of Juiz de Fora Federal University, the work seeks to compare what's seen as a strategy of the major producers of TV content and in jobs that are dedicated to this subject, made in experimental and academic level.

I denna uppsats undersöker vi hur tre olika tidpunkter för visning av information på en secondscreen uppfattas av personer. Målet med undersökningen är att få en inblick i hur tittare upplever information som visas på en second-screen. Vi hoppas att resultatet ska kunna bidra till utformingen av kommande second-screenapplikationer. Dessutom har vi undersökt om tidpunkten av när information visas påverkar minnet av det personer ser på second-screenen. Vi utförde tester på totalt 18 personer med hjälp av tre stycken prototyper och varje testperson blev intervjuad efteråt. / In this paper, we examine how three different times for displaying information on a second-screen is perceived by people. The goal of the survey is to get an insight in how viewers perceive information displayed on a second-screen. We hope that the results will contribute to the design of future second-screen applications. In addition, we investigated whether the timing of when the information is displayed, affects the memory of the people using the second-screen. We performed tests on a total of 18 people with the help of three prototypes, each subject was interviewed afterwards.

Live streaming has become an increasingly popular form of entertainment, more and more people are trying to enter the live streaming space. Because of this, it becomes more difficult to stand out as a streamer. A recommended way to retain viewers and grow as a streamer is to be interactive during the stream. Kvix, a live streaming platform for health and wellness  noticed a lack of interactivity throughout the streamers on the platform, and wanted to increase the overall interactivity. Part of the issue was narrowed down to the distance between streamers and their streaming device. The objective of this thesis was to evaluate interaction method for live streamers on the Kvix platform, and build a Hi-Fi prototype of a second screen application that could help streamers increase their interactivity. A second screen application could help streamers by providing them with information that could not fit their main streaming device, at the same time as bringing that information closer to the streamer, alleviating their need to constantly approach their streaming device to inspect if something happened on their stream. Research of the second screen theory, streamers current workflow and competition online was conducted. A prototype was created in Figma, an online collaborative interface design tool. The prototype was tested with users as well as the User Experience designer and employees at Kvix, making revisions throughout the testing process, resulting in a Hi-Fi prototype of a mobile application that provided users with features that were well received by both users and employees at Kvix. / Live streaming har blivit en alltmer populär form av underhållning, med fler och fler som försöker att ta sig in i live streaming branchen. Till följd av detta så har det blivit svårare att stå ut som streamer. En rekommendation för att behålla tittare och växa som streamer är att vara interaktiv med sina tittare under streamen. Kvix, en live streaming plattform för hälsa and friskvård noterade en brist i interaktiviteten hos deras streamers och ville att interaktiviteten ska ökas överlag. En del av problemet begränsades till avståndet mellan streamer och deras streaming-enhet. Syftet med denna avhandling var att utvärdera interaktions metoderna tillgängliga till live streamare hos Kvix, och bygga en Hi-Fi prototyp av en mobil applikation som kan hjälpa streamers öka interaktiviteten under streams. En mobil applikation kan hjälpa streamers genom att förse dem med information som ej får plats på deras huvudsakliga streaming-enhet, föra informationen närmare streamern, och ta bort streamerns behov att närma sig deras streaming-enhet för att se det händer på deras stream. Forskning på second screen teorin, streamers nuvarande arbetsflöde och konkurrens online utfördes. En prototyp skapades i Figma som är ett verktyg för design och gränsnitt. Prototypen testades med användare, samt User Experience designern och anställda hos Kvix, där det gjordes korrigeringar under testnings processen. Vilket resulterade i en Hi-Fi prototyp av en mobil applikation som förser användare med funktionalitet som mottogs väl av både användare och anställda hos Kvix.

This thesis describes the phenomena of interactive television, focusing on the development of this technology in the United Kingdom which is considered the country with the largest development of this technology. The thesis starts by defining interactive television as such, dividing it into three main categories. Aside of that a short overview of the evolution of television broadcasting in the United Kingdom is presented, and the term Convergence is explained as it is a crucial one for many of the interactive applications. The second part consists of a case study of evolution of interactive television in the United Kingdom. As it tries to answer the main research question - which technological phases must have happened in the transition from linear to interactive television - the thesis divides interactive television into five main phases. The first phase occurs in the analogue broadcasting era, with Teletext as the first instance of "on demand", and first instance of convergence by using telephone. The second phase starts around 1998 with the start of digitalisation. The new technology allows the providers to launch several new forms of interactivity, such as the walled garden, first applications and others. The third phase, starting around 2002 can be seen as the acceptance of interactivity as a...