History
The term fourth screen originates in reference to the actual historical sequence in the development of video screens. With the rapid proliferation of video networks in non-traditional spots such as movie theaters, bars and restaurants, gas stations, health clubs, and other place-based venues a category entitled "fourth screen" was created. The first three screens are considered: TV, Internet, and Mobile. The fourth screen is mainly used in the advertising and media space with the explanation and use of digital signage. With the proliferation of technology, digital signage has expanded in this "fourth screen" section to include movie theaters, gas stations and health clubs. One of the leading digital signage companies in movie theaters is Screenvision, with over 14,400 screens in the US. Another leader in the "fourth screen" marketplace is Gas Station TV; GSTV generates over 32 million digital signage impressions every month. In a recent Nielsen "Fourth Screen" Market report, Nielsen identifies that the digital screens in the "fourth screen" category generated over 237 million monthly exposures to persons 18+years or older. They go on to outline the various companies that are leaders in the space that include screenvision, NCM, Capitvate, GSTV and IndoorDirect. Nielsen's "Fourth Screen Network Audience Report" enables direct comparisons between digital place-based video networks and other video networks, including TV and Internet.
The video screens again are:
- the movie screen, also known as the silver screen.
- television (TV)
- personal computer (PC)
- out of home digital signage.
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Famous quotes containing the word history:
“Perhaps universal history is the history of the diverse intonation of some metaphors.”
—Jorge Luis Borges (1899–1986)
“What you don’t understand is that it is possible to be an atheist, it is possible not to know if God exists or why He should, and yet to believe that man does not live in a state of nature but in history, and that history as we know it now began with Christ, it was founded by Him on the Gospels.”
—Boris Pasternak (1890–1960)
“Postmodernism is, almost by definition, a transitional cusp of social, cultural, economic and ideological history when modernism’s high-minded principles and preoccupations have ceased to function, but before they have been replaced with a totally new system of values. It represents a moment of suspension before the batteries are recharged for the new millennium, an acknowledgment that preceding the future is a strange and hybrid interregnum that might be called the last gasp of the past.”
—Gilbert Adair, British author, critic. Sunday Times: Books (London, April 21, 1991)