Multi-screen interaction: the general trend of the home entertainment era

At a time when smart hardware is developing rapidly, when it comes to the hottest living room entertainment concept, how to better interact between mobile and TV terminals and break down the barriers between small and large screens has become an issue that every manufacturer entering the field of home entertainment needs to think about urgently.

The era of multi-screen interaction has arrived

As the pace of modern people's lives accelerates, entertainment methods have entered a diversified era, and the entertainment tools around us are constantly switching with the changing scenes. Kevin Kelly, the author of "Out of Control" and the founding editor of "Wired" magazine, once said that in the multi-screen era, screens constitute a complete ecosystem, and screens are everywhere and rely on each other.

However, judging from the current usage of electronic devices by domestic users, the correlation between these screens is still not strong. Although the slogan of "multi-screen interaction" has been shouted for many years, it is still limited to switching between mobile devices and small screens, and cannot improve the actual experience value of users.

With the popularity of smart TVs, the living room has once again become an important entertainment venue in the family, making the way to play with large-screen TVs no longer single, and has also become the main research and development direction of international electronics giants. Among them, Sony, LG and Samsung all have their own multi-screen interactive technology on TVs, which can realize the linkage between smartphones and smart TVs. However, it is a pity that although these giants have developed screen projection functions, they are limited to their own products and cannot be called multi-screen interaction in the true sense.

Use multi-screen interaction to stimulate the vitality of the TV screen

At present, it is generally recognized that the huge traffic generated by Internet TV has begun to form a new blue ocean. Both the content and the number of users are showing explosive growth, but the time spent by the middle-aged and young groups on the small screen of mobile terminals is far more than that on the large screen of TV.

The market research firm TECHnalysis Research conducted a survey on TV usage habits among more than 3,000 respondents in China, the United States, the United Kingdom, Germany, and Brazil. The results showed that the proportion of people using smartphones, tablets, laptops, and other devices while watching TV is as high as 75% to 80%.

In China, there are already practices of multi-screen interaction, such as the shake-to-grab gift activities in many variety shows and the program identification function in WeChat. However, these are far from enough, and the market for Internet TV still has great potential. The functions realized by the above applications are only elementary, and the market prospects for multi-screen interaction are quite considerable.

Tang Yi, deputy general manager of LeTV Technology, believes that "cross-screen interaction will definitely become the mainstream living room application scenario in the future. Mobile phones are used as personal entertainment centers, and TVs are used as family entertainment centers. If they are connected, mobile phones and TVs will no longer be isolated islands. The content of mobile phones can be continuously transmitted to the large screen through pipelines, and the experience value of the large screen can be used to perfectly present many contents on the mobile phone."

In China, in order to respond to user needs, LeTV Technology has commercialized the concept of multi-screen interaction in video and game applications. Through multi-screen interactive technology, LeTV Projector has connected the two information islands of mobile phones and televisions.

From the user experience point of view, in the dual 5G Wi-Fi environment, LeTV Cast can achieve 1080p resolution + 60 frames per second + 60ms delay output. At the same time, based on the screen projection, it expands applications in games, live broadcasts, etc., without changing the user's long-term operating habits on the mobile phone, instantly turning mobile games into TV games, and moving live broadcasts more clearly from small screens to large TV screens, etc., which are constantly improving the user experience.

Transfer the dividends of mobile terminals to the large screen of TV

The advent of the multi-screen era allows users to enjoy a diverse experience of the multi-screen ecosystem. At the same time, there are new ways to play with content, marketing and interaction between screens. So how can we transfer the rich dividends of the mobile terminal to the large TV screen?

The first is cross-screen advertising. The large screen serves as the viewing end of the video, and the small screen serves as the purchasing entrance for product advertisements. The entire process from viewing to purchasing to payment is completed at one time, greatly shortening the user's purchasing experience and the value of the advertisement.

The second is cross-screen film and television. There are actually a lot of rich film and television content on mobile phones, which can be pushed to the TV for viewing by clicking on the mobile phone. The large screen, as a platform for watching high-definition movies and TV, can also promote users' payment behavior and can easily turn ordinary users into paying users.

Of course, there are also cross-screen games. The large screen provides a visual impact to users when displaying games, and the mobile phone serves as the entrance for operation, control and payment. It can quickly solve the bottlenecks that currently plague the development of the TV game industry, and can also make up for the low output of major TV games.

Finally, with the development of 4G networks, people's channels for obtaining information, from text, pictures to videos, have also led to a red ocean in the live broadcast industry. According to incomplete statistics, there are now more than 100 mobile live broadcast APP software. Currently, LeTV Technology has in-depth cooperation with mainstream live broadcast platforms, such as Douyu, Zhanqi, and Longzhu, using mobile terminals to enrich content and quickly improve the experience value brought by large-screen TVs.

Faced with market dividends, the influx of capital and partners has once again proved the unlimited potential of multi-screen interaction in the home entertainment interactive market. At the beginning of this year, Shenzhen LeTV Technology received an investment of tens of millions of RMB from Jinshajiang Venture Capital. So far, many manufacturers such as Alibaba, LeTV, Xiaomi, Youku, TCL, Konka, Hisense, XGIMI, Lenovo, and Skyworth Box have joined LeTV Technology's business partner camp, and LeTV Projector's brand coverage in the smart TV and box market exceeds 80%.

From mobile phones to televisions, and even to screen content sharing across VR devices in the future, technological advances will bring more unlimited possibilities to our future "multi-screen life".

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.