When we talk about the “second screen”, typically one would think of using your phone/tablet/laptop while watching a TV. At CES 2024 we are seeing a second screen right next to the first screen: informational screens below your TV.
LG announced more transparent OLED TVs this year. The new one that is attracting attention has a retractable screen that can turn it into a traditional opaque screen. A feature called the “T-Bar” can make just a strip at the bottom opaque, so that transparent screensavers (or whatever) can play above and useful information and widgets can be displayed below. While not physically a separate screen, this functionally operates as a second screen in the transparent mode.
My former company announced their partnership with Telly, enabling viewers to purchase what they see on the primary screen. Operating the commerce functionality on a distinctly separate screen clearly delineates that the people appearing in the primary screen video are in no way endorsing the products on the second screen; this distinction is legally important in monetizing media content, as any indication of endorsement could create questions as to revenue and liability. Telly has been offering consumers free dual-screen smart TVs in return for data that will enhance its ability to sell advertising.