The rise of Smart TV poses tough questions around audience engagement. TV broadcasters, such as Endemol, today compete with video content available on the internet, tablets and mobile phones. But internet-enabled TVs – or the Smart TV – take’s the battle for viewers direct to the living room.

The traditional lean-back TV experience is being shaken-up by interactive services, such as Netflix and Shazam, available on Smart TVs. With the Smart TV global market predicted to grow to $49bln, over the next three years, the battle is set to intensify.

Shazam capture viewers’ attention with more interactive experiences. David Jones, Executive VP, Shazam says: “Shazam extends programmes and adverts to the second screen – the mobile device. So, you can take a TV ad for a film and give people the option of buying a ticket, and even having a calendar-reminder placed on their phone.”

To retain and re-capture audiences, broadcasters are looking to embrace similar interactive experiences.

Tina Hoover, VP of Social Media & Interactivity, Endemol USA says: “Some formats lend themselves more to interacting, particularly reality and live events. But rarely will everyone want to engage. So, you need to make it work for some, while ensuring others can still enjoy the TV experience.”

Christy Tanner, General Manager, TV Guide Digital agrees: “There is a ton of experimentation going on right now, but it’s still early days. We’re looking forward to seeing how content-creators take technology to make more compelling entertainment experiences.”

The number one struggle in the smart TV’s evolution is simply making sense of what’s going on. The proliferation of technologies and platforms is bewildering – and something that could potentially damage broadcasters’ long-term prospects.

Download the full interviews with David Jones, Tina Hoover and Christy Tanner in the new Smart TV report here.