TV makers naturally wondered how they could integrate this clearly desired functionality into their products. What they missed - and, if Panasonic’s efforts are anything to go by, are still failing to understand - is that it’s the availability of the second screen that makes these tasks possible.Pragmatically, it’s easier to key in a Tweet on a phone or tablet than it is using a TV remote control. Entering text on a mobile device is a task users are accustomed to, so it requires a lot less concentration that steering a distant cursor using a remote, even one of a Panasonic’s fancy ones with a laptop-style touchpad on board, across a virtual keyboard on a TV. This requires your full attention; tapping in a message on a phone does not. If you’re are concentrating on typing, you’re not going to able to pay as much attention to the programme you’re watching.And what about other viewers? You can’t use on-screen widgets and keyboards if other people are watching too, at least not if you don’t want to spoil their viewing experience for them. So using a second screen not only doesn’t distract you from the programme on the TV, it doesn’t distract anyone else, either.
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This approach seems to have superseded earlier attempts to promote the range of ‘over the top’ content - material not broadcast by TV networks - that its TVs support natively. But there’s still scope to improve how its televisions make this content available. Most smart TVs in the UK provide BBC iPlayer, but few support catch-up services from other broadcasters without the BBC’s mandate to make its content readily available to licence payers. Some offer Lovefilm links, others Netflix, many now do both, but they don’t offer all their rival streaming services.When they do, these services can be confusingly implemented: some appear as apps, while others are filed under ‘internet’ settings, or perhaps under 'premium'. Some appear under ‘catch-up’. Telly makers should take a look at YouView, the new British digital TV service. It’s not a perfect system, but it’s the first successful attempt to integrate broadcast and over-the-top services into a single, consistent UI. This is a feature consumers would buy a TV for, but for now have to turn to set-top boxes to provide.
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Maybe that’s what they should do. Panasonic’s stated willingness to work with mobile devices is the logical outcome of an acceptance that TVs are for presenting content supplied by other kit. That’s not going to change, especially as broadcast TV increasingly plays second fiddle to internet-streamed or downloaded content. It’s not hard to envisage a world where live broadcasts, like on-demand streams, come exclusively over the internet, to tablets, to computers, to phones, to TVs large and small. The world where the TV was placed at the centre of home entertainment is long gone. Trying to make TVs behave like other devices isn’t going to bring it back. Analysis It's two years since the "Elopocalypse". This week in 2011 Nokia's new CEO Stephen Elop set Europe's biggest technology company off in a radical new direction.Nokia would license its flagship phone software from Microsoft, rather than develop its own, set fire to three of its own mobile platforms, and eventually shed thousands of jobs. Nokia now has a smaller head count than at any time since 1998.