“It was interesting to viewers, but not essential,” said Albert Cheng, executive VP at ABC-owned Disney Digital.
And when engagement did happen it took away from people’s attention on the show’s story. “Second screen becomes a distraction,” Cheng said at the Next TV Summit in San Francisco. “It’s not a game that we want to be in."
While he conceded second-screen apps can work for certain kinds of content, such as sports, news, reality programming and awards, it's not clear ads can be sold or the apps monetized effectively.