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:
“History is more or less bunk. It’s tradition. We don’t want tradition. We want to live in the present and the only history that is worth a tinker’s damn is the history we make today.”
—Henry Ford (1863–1947)
“When the landscape buckles and jerks around, when a dust column of debris rises from the collapse of a block of buildings on bodies that could have been your own, when the staves of history fall awry and the barrel of time bursts apart, some turn to prayer, some to poetry: words in the memory, a stained book carried close to the body, the notebook scribbled by hand—a center of gravity.”
—Adrienne Rich (b. 1929)
“I believe that history has shape, order, and meaning; that exceptional men, as much as economic forces, produce change; and that passé abstractions like beauty, nobility, and greatness have a shifting but continuing validity.”
—Camille Paglia (b. 1947)