Twitter's scale threatens dedicated second-screen TV apps

03/3/2013 | MediaPost Communications

Twitter's recent success at getting fans of television broadcasts to share their thoughts about what they're watching via tweets threatens the future of dedicated second-screen applications such as GetGlue and Zeebox, writes Mark Walsh. Marketers have to decide between longer engagement times and greater engagement numbers, as Twitter commands a much larger following than the dedicated apps, which seem headed for a shakeout, experts say. "We'll continue to see a shifting tide of companies that rise and fall as they either hit scale and adoption by the masses -- or they don't," says Jason Hoch, Echo's senior vice president, customer strategy and product marketing.

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