Zeebox and Broadcasters: Who Will Win the Battle for the Second Screen? With the launch of Zeebox in the UK and GetGlue's rising success in the US, the battle to control the second screen is becoming competitive. Historically, the biggest influencers on TV viewing have been channel schedulers and the EPG channel allocations. Anyone in the content industry knows that the best way to buy audience is to get primetime scheduling on a major channel, and BskyB’s recent channel re-organisation shows how positioning near the top of the EPG can increase viewers. However, these new market entrants are looking to switch the EPG from the TV to the second screen. Using social TV guides that integrate Facebook, Twitter, and social functionality into a single application, they are hoping to drive viewing in much the same way as the primetime schedule and the EPG. Although these new players have been able to drive fantastic innovation in the industry, the established players are not willing to give up their control easily and are now beginning to fight back: Freeview in the UK has launched a companion application that includes full Twitter integration including currently trending shows, and operators are increasingly looking to launch companion applications themselves. However, it's becoming clear that broadcasters, platforms, and content owners are in a strong position to produce engaging second screen experiences, and commiting to their on-going success. - Matt Hall P.S. To find out more about the future of TV, sign up for Red Bee Media's latest webinar | 