Here is another development of OTT and second screen to lure the user away from traditional service offerings: the new Philips cloud-TV service (NetTV3.0). Delivering many (niche) TV channels to the Philips smartTV user: pay and free alike. The user can also upload content. Second screen as key navigation means to the service: good move.
But is the service also streaming to the second screen? That would really move this beyond TV and into the OTT service operator arena. It seems not at least as per today. But isn’t this what the user wants? And what the user want he gets, one way or another.
Delivering content beyond the 1st screen is somewhat of business focus challenge for a TV company. And the rights situation for content delivery to 1st versus 2nd screen is hardly transparent. Finally it will require a non trivial investment in delivery technology and capability.