CANNES — Second screen applications and technologies are becoming increasingly popular. ExMachina CEO Jeroen Elfferich says statistics are showing that up to 20 percent of television viewers will “gladly pick up a device and participate” if they are prompted to. Beet.TV spoke with Elfferich at the MIPTV Conference in Cannes to find out more about the second screen arena and what ExMachina has in store.

Netherlands-based ExMachina, which has created second screen experiences for numerous programs including The Voice and Next Top Model, introduced a new ‘Made For Second Screen’ initiative at MIP. The company is looking to do more than serve as a platform for second screen content that is tied to existing shows. Elfferich explains, ‘Made For Second Screen’ is “a co-creation initiative that we have with production companies where we try to come up with a new generation of TV formats that are made for interactivity, that are made for social, that really take optimal advantage of everything that exists today.”

Megan O’Neill

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