Are you a "Two Screener"?

I know I am & I love it.

My two main "two screener" programmes are The Late Late Show (I know) and Vincent Browne.

But what exactly is "two screening"?

According to Gavan Reilly "it is a new online phenomenon whereby you use a laptop or smartphone while watching a TV show and commenting on the content on sites such as Twitter".

A survey from SKY has revealed that almost 50% of adults use another device while watching TV to discuss the contents of the show they are watching. Although, in the same survey 70% said they would  use Facebook to discuss what they're watching, with nearly half of all surveyed said they regularly send text messages to discuss their programme of choice.

With the increase in ownership of tablets (half of all homes expected to buy a tablet device by 2013) is this going to make a difference to how the traditional media is going to use the new online media as a means of growing their audience and ultimately their bottom line?

With developments last week of the Anglo Bank debt deal, there was a frenzy on twitter (#vinb) only adding to the general excitement and possibly lending to the viewing numbers of the show.

The traditional media has not really utilised this type of social behaviour as yet. I think that sometimes the comments on the show you are watching can often be more entertaining than the show itself - just check out #lls or #latelate some Friday night!

But can the PR professional use these new behaviours to their benefit?

I think that you can develop your chosen brand by embracing this new phenomenon. You can truly build familiarity and raise awareness of your brand in the consciousness of your followers, along with other online media.You can start a conversation with your public, which will be an  interactive one and it could be argued building brand loyalty as you go.Also, as the industry moves from 9am -5pm, what better way is there to communicate with a large audience at 9.30pm on a Friday night and not have to pay for advertising?

Two Screening can be fun too - just try it!

Lorra