Advertising Week 2013

Forget Second-Screen Social TV: Why Showtime Likes Its New 'Single Screen' Interactivity

'You Can't Get Easier' Than Engaging Through One Button on Your Remote

Published on .

Showtime this summer became perhaps the first network to introduce an interactive in-show experience for smart TVs, embedding social functionality within the show itself rather than asking viewers to synchronize smartphone and tablet apps to programming.

The argument against such technology, especially alongside dramas -- Showtime's bread and butter -- is that it interrupts the story, but David Preisman, VP of interactive television at Showtime Networks, said dramas like "Dexter" are where viewers want to be the most engaged.

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