Seven Mass Media - Fourth Screen

Fourth Screen

The seventh mass media channel (mobile) is often also called the fourth screen (or third screen) with Cinema the first, TV second and PC the third screens of life; or with the third screen TV and PC the first and second "personal" screens and mobile the third. There is strong synergy with the four screens concept but these look only at multimedia/moving image video content. The seven mass media taxonomy allows comparisons and contrasts also with mass media that do not feature moving images, i.e. radio, (many) recordings and print. The four screens concept is for example strongly promoted by Nokia in explaining the unique abilities of mobile compares with personal computers, television and the movies.

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 GSTV which 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.

In the Developing World the mobile is increasingly called the first screen and first media, as the penetration rates of mobile phones far exceed those of personal computers, internet access and television.