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CBS Bows Second-Screen iPad App

3 Jan, 2013 By: Erik Gruenwedel

New app follows recent launch of the "NCIS: Los Angeles" Connect app

CBS Jan. 3 launched an app enabling Apple’s iPad users to interact with others during network broadcasts, recorded or on-demand viewing of “CSI: Crime Scene Investigation,” “Hawaii Five-O” and “NCIS: Los Angeles,” among others.

With the advent of smartphones and tablet computers, home entertainment studios and TV networks realize they need more than programming to keep the attention span of viewers in the coveted 18-to-34 age demo.

The CBS Connect app enables fans to discuss their favorite shows in real time while adding other social media features such as related video, programming and events. The app’s sync function identifies which episode is being watched, pinpoints where the viewer is in the episode and tailors the interactive experience accordingly.

Second-screen features include the opportunity to take a deeper look at elements of an episode, which play a key role in the story but may only appear on screen for a split second. For example, viewers using the app can learn about episode-specific insights and anecdotes provided by the shows’ creative teams. In addition to behind-the-scenes content such as photos, character backstories, quizzes, polls, videos and maps, the app allows users to spotlight locations and sets, like the "NCIS: Los Angeles" Ops Center.

“We’ve seen a tremendous response to CBS.com’s CBS Connect social hub and our recently launched 'NCIS: Los Angeles' Connect app,” said Marc DeBevoise, EVP and GM of CBS Interactive. “Seeing fans embrace the second screen in this way has further validated our multiplatform strategy and … [enable] fans to dive deeper into each and every episode of the shows they love.”

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