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Establishing a customer relationship management between the broadcaster and the digital user

As the consumer is becoming digital - i.e. he has personal mobile and always internet-connected devices allowing him to create a digital footprint anytime, anywhere - new opportunities arise for the “classic” broadcast industry to set up and maintain a direct relationship with their TV-viewers and radio-listeners. Until recently, a broadcaster had a one way connection with its customers, namely from the broadcaster, over the TV and radio distribution channel to the physical TV screen or radio set. Interaction was only possible after implementing and deploying expensive and hard-to-develop software on the set-top box. By employing web technology intelligently, a broadcaster can now more easily connect to its consumers and build a direct relationship. In this paper, we will discuss how to set up such a system and what the particular needs are in a broadcast context. We will use the second screen to collect data and enrich it in order to become beneficial information for the broadcasters and the advertisers.