Connectivity creates the opportunity for TVs to take on some of the capabilities of the PC. But what do people actually want to use connected TVs for? Mindshare's work with its online research community, the Hive, has shown that the fundamental role of TV is likely to remain the same.
Connected TV: The lucrative second screen
Social media, off-screen shopping and companion TV content will be viewed not through a connected TV set but a portable second screen device, and that is where the new advertising opportunities...