As part of our ongoing coverage of the Second Screen and the constantly evolving state of technology and entertainment, we’re pleased to share a quick exchange with Jason Ary, Mobile Lead at DISH Network. Thanks to Jason for taking time out to join us.
Can you describe in a nutshell what you do on a daily basis at DISH?
I envision, launch, manage, and optimize all DISH mobile products, while helping DISH decipher its best approach into the Second Screen space.
How did your career path lead to mobile and television? Is it where you expected to end up?
I’ve always been a tech guy… I had been working in marketing, largely in the agency setting, when Sprint approached me in 2007 about helping them setup and run their own Mobile Ad Network. I had quite an extensive background in ad trafficking/buying/planning, which is what they needed, so I was brought in to help get their ad network up and going, and ever since then, I have remained in the mobile space. I never plan on leaving it. 
It’s fairly public that DISH is looking to increase its involvement in the “Second Screen” arena. Without pressing you to completely pull back the curtain, is there anything you can share about DISH’s outlook for the future of the television experience?
JASON: DISH definitely sees the evolving Social TV and Second Screen space as a HUGE evolution to how users consume their favorite TV shows and movies. There are a wide variety of stats showing that people are already using their smartphone and/or tablet in the living room, and for most of us that have one, we can relate to this. We often find ourselves checking our mail or Facebook, and in many ways, the mobile or tablet device is capturing more of a user’s attention than the 1st screen. With this in mind, DISH absolutely wants to ensure it provides its customers with offerings in this space for this evolving living room experience. We want to complement, not compete against or detract from, the 1st screen. Many seem to be rushing to get a Second Screen app to the market today…we feel the need as well, but are going to take the time to do it right, not quickly.
What do you find most intriguing about the direction in which television is moving and the way lines are blurring between “television” and online video experiences?
JASON: I’m cautiously optimistic that the programmers are already involved with Second Screen and will continue to invest even more as initial studies, feedback, and results become available. This is very comforting to see, as when digital revolutions or evolutions happen, it usually doesn’t come from the major players in the space. The record labels weren’t responsible for the digital music movement…it was the Napsters, iTunes, and Pirate Bays of the world. The mobile app and advertising revolution wasn’t led by Verizon or AT&T, but by Internet and tech companies that previously had no background in mobile. Second Screen and Social TV, so far, seem to have some good involvement from the major players in the space (the MVPD’s [multichannel video programming distributors], studios and networks), and I expect to see more and more involvement from them over the next few years as this vertical continues to mature and best practices begin to emerge.
For as fast as digital and emerging technologies evolve, it’s always surprised me how it usually happens without the involvement of the biggest players…it is like the adage, “old dogs don’t like to learn new tricks.” They refuse to believe their medium is changing, that their customers are developing new habits. Emerging media, social in particular, has finally allowed companies to dive into the minds and conversations of their customers, to learn what they like to consume, the tools they like to use, and the content they like to digest. From what I’ve seen, the networks, studios, and MVPD’s are doing everything they can to ensure they control the development of this vertical, and in my book, the only way this vertical can succeed is with their direct involvement.
Several online video platforms are moving into producing their own original content—Netflix with Lillyhammer and the return of Arrested Development, and Hulu with Battleground, among others. Do you think this spells the end of “appointment television” or is just another false alarm?
JASON: I always believe anything is possible…as long as consumers see value in it. You can break old habits and establish new ones if you can provide enough incentive. On Demand and DVR viewing has been very successful as it gave viewers two huge incentives: you can watch what you want, when you want, and you don’t have to put up with five minutes of commercials every 10-15 minutes. As a result, we are in the midst of an On Demand revolution…the old premise of watching a certain program on a certain network at a certain time has been going away slowly since the invention of Tivo, DVR’s, and the expansion of online videos. Original content from the Netflix’s and Hulu’s of the world is a great way to push that On Demand revolution to the next level. These “networks” were crafted from the ground up to be an On Demand service…that has never been done before. I’m curious to see what a network based around an On Demand model can really do, and from what I’ve seen, the quality of content they are producing could be that huge incentive to push new habits and behaviors. If these On Demand networks can continue to use limited pre-rolls and banner ads instead of lengthy commercial breaks, and provide GREAT unique content like Arrested Development, I think this might be the greatest challenge yet to the traditional TV viewing model. Truly watch WHAT you want, WHEN you want, WHERE you want. Users will embrace that; it’s the incentive needed to stimulate new, yet-established viewing behaviors.
If the Netflix’s and Hulu’s of the world do go down this path…they need to pursue a la carte offerings. This is still the TV Holy Grail for many, and I think if its Apple or Netflix, the first to do that will challenge the TV viewing and subscription model like no one before.
Where do you think the Second Screen fits into that discussion?
JASON: There could always be value in supporting synced content, but I feel that a key use for Second Screen for one of these On Demand networks would be content discovery. Finding what’s on through all the linear channels is hard enough…but a show’s timeslot always guaranteed a certain degree of visibility to users. Finding a piece of content to watch out of a potential database of thousands, with no set airing schedule, could make this task quite difficult. It’s sort of like the “app discovery problem” in iTunes. Second Screen can be the perfect avenue and solution for content discovery. Remote controls are an Achilles heel to the TV experience today…it’s a VERY restrictive data entry device. With Second Screen, data entry is a lot easier, allowing users to search for content in different ways. What shows are popular for social mentions? What are my friends watching? With Second Screen, the added real estate of a touchscreen allows for more functionality and content options, allowing users to find and consume pertinent content much more accurately and quickly.
What are you excited about in the TV/online video space? Anything you see happening that makes you say, “why didn’t I think of that?”
JASON: What I’m excited about hasn’t happened yet, but it is only a matter of time. Essentially, I’m excited for content that will truly involve users with what they are watching. I imagine a game show like Jeopardy called The Smartest Person in America, where the only contestants are the ones playing at home. Imagine using FaceTime to randomly select contestants to play the game live, from their living room. Or, what I believe is the Holy Grail of Second Screen; imagine the first movie ever created with Second Screen in mind. Basically, you use the mobile app to choose the route a character should take or even the ending of a movie. It’s like those multiple ending books we read as a child, where you can choose what the hero does next. Imagine being able to choose what the star in a movie does or how the movie ends? This will happen, it’s only a matter of time, and when this happens, I think we’ll know Second Screen has gone big time. The day people can choose how the movie ends or what the movie star does next, we will have taken the TV viewing experience to a whole new, interactive level.
Do you have any favorite or go-to TV companion apps?
JASON: Functionality. The first evolution of Second Screen apps was check-in apps…easy to tackle, but limited in functionality and user value. We are seeing a second evolution of Second Screen apps, and they are all based around pulling in aggregated supporting content from third- party sources. This is a great step towards providing valuable, ongoing info to users to keep them engaged, but this second evolution of Second Screen has just started in the last 6-8 months, and it still has a ways to go. I think when Zeebox launches in the States, we will have the new “app to beat” in the Second Screen space. It pushes t-commerce [“tablet commerce”], synced content (with its Zeetags), and aggregated discussion to new levels.
What do you think “television” will look like 5 years from now? 10?
JASON: TV viewing will be less about the device you consume content on and more about the content itself. We are moving towards becoming a TV Everywhere society…and it’s a vision DISH strongly believes in…anywhere you have a screen, be it a TV screen, mobile device, tablet, computer, even the screen in the backseat of the minivan…wherever there is a screen, a user should be able to consume content. I think the living room will always be the ideal environment for consuming content…but it won’t be the only place anymore. It won’t be about the biggest screen or resolution anymore…it’s going to be more about who’s got the content and who can provide it to users in the most settings.
Also, I think channels and websites will start becoming one and the same.
Any particular shows or networks you think are smartly taking advantage of Second Screen or social technology?
JASON: FX has always been a leader, from what I’ve seen. They were the first network to truly hire social media minds for each of their shows. They utilize their hashtags, get their talent involved with tweeting—they seem to ‘get it’ more than most other networks, and that’s probably bolstered by their programming, which indexes towards a younger, more social media savvy, smartphone and tablet-owning crowd. Surprisingly, the programming that seems to have embraced social media and used it to their advantage most is the local news stations. Many stations require their on-air talent to not only be on Twitter and Facebook, but trained in how to use these channels appropriately. They are using social media to generate new stories, gather weather stories and photos from viewers quickly, and to solicit feedback from users. To me, no form of programming has embraced social more than the local stations…I’m hoping this will trickle up to the large networks and their Nightly News; I still feel they could offer so much in synced, supporting content and have largely struck-out in the space.
What part of your job do you enjoy the most?
JASON: Doing what I love every day. I’m a HUGE technology, TV, and mobile geek, so to work in a space where all three come together is a bit of a dream. I know what I’m crafting and working on today could help determine how my children will consume and interact with TV when they get older.
Thanks so much for joining us.
Find Jason at:
Twitter: @Zero7CO
LinkedIn: linkedin.com/in/jasonary
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