Hybrid Media

This article summarises thinking on multiscreening behaviour, which has shifted from the belief that using mobile handsets and tablets in concert with other media is a distraction, to providing the capacity for greater engagement.

Hybrid Media

Significant numbers of people are growing accustomed to using connected personal devices, such as mobile handsets, tablets and laptops, in concert with other media. Particular attention has been paid to people's use of these devices while watching broadcast programming. Often described as the emergence of multiscreen behavior, this phenomenon has been chronicled around the world, often with a focus on the impact of device use (the new) on television consumption (the old). Over time, interest has shifted from the penchant of devices to distract to their capacity to engage, with many commentators keen to proclaim symbiosis between new...

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