A recent study from TiVo says that 76% of television viewers prefer to just watch what is on the TV rather than be distracted by the multitude of multitasking options at their fingertips. They probably also preferred steak and lobster dinners to kale chips too if you had asked them that.
Whether they like it or not, nearly 50% of viewers are using mobile phones and tablets while watching television. Now that we have second, third, and fourth screens, the question for television executives has become what to do with them now. Many broadcasters have mastered the art of light Social TV through fan voting and participation for sports and reality shows, but are unwilling to admit that their viewers are Tweeting, chatting, and surfing while watching. It’s a delicate balancing act to produce content designed to be watchable on one screen and offer additional content that works as a companion, or co-viewing situation.