What are we aiming for?

The 2nd Screen phenomenon has grown in an unordered way. Today there are no true standards, protocols or common ways in which users can discover and access additional information related to consumed contents. Users must initiate searches for information by using generic tools (e.g. Google or Facebook) to start “participating” in the show. Tools are provided by the media providers companies (e.g. as mobile or tablet apps) which limits outreach. Users are not stimulated and fed with relevant syndicated information.  European enterprises wishing to provide services have limited potential to receive feedback, which restricts the business intelligence that can be applied to profit from and enrich this market.

SAM will change this disorder by developing an advanced social media delivery platform based on 2nd Screen and Content Syndication within a Social Media context. This is achieved by providing open and standardised ways of characterizing, discovering and syndicating media assets interactively. Users will be able to consume and prosume digital assets from different syndicated sources and different synchronized devices (e.g. Connected TVs), thus creating richer experiences around the original media assets.

Social media, Content Syndication and Digital marketing are cutting-edge, “billion-dollar” markets, which are (still) expected to grow significantly in the next years. The SAM project proposes to integrate them into a common, holistic, open framework, and at the same time taking on another growing market phenomenon of 2nd Screen – coupled with dialog interaction.  These elements will be fused together to service both the Smart and TV-orientated device areas.

The SAM goals in detail:


With the implementation of the SAM Media Delivery Platform, the project aims to implement the following characteristics:

  • Brand and consumer protection
  • Personal Data Management
  • Asset management, characterisation and syndication
  • Context based dynamic social communities’ creation
  • Dynamic content discovery based on context
  • Private social groups participation
  • Context and social mining for further exploitation
  • Standard Widget Screen Rendering
  • Speech recognition and goal elicitation
  • Device Awareness
  • Content and services marketplace
  • Geo-marketing
  • Personalisation through Customisation.


SAM has defined seven core technology objectives:

  1. To create an advanced federated social media delivery platform, providing an open way of defining, characterising, discovering, socially consuming, syndicating, and interacting with media assets
  2. To create dynamic, context-centric social interaction based on the use of media and companion screens (2nd screen)
  3. To build social communities based on user-consumed media, behaviour and interests expressed while interacting with the system and other users
  4. To deliver open and standardised formats for the description of media assets and a framework for their configuration and use that could be used by third party software companies to easily build 2nd Screen social orientated apps
  5. To create advanced interaction means with 2nd Screen social media by using state-of-the-art voice recognition and goal oriented mashup techniques
  6. To deliver advanced techniques for extraction, data characterisation and social analysis including targeted sentiment analysis
  7. To enable companies, especially SMEs, to analyse the crowd-sourced reaction to the assets published, the impact of social media campaigns, advertisements and other marketing actions


SAM will also bring added-value to several research areas thus allowing research to progress beyond the state of the art. The areas most important for the project:

  • Social Media
  • 2nd Screen
  • Digital Marketing
  • Content Syndication
  • Opinion Mining
  • Mashups and Widgets
  • Voice Recognition and Dialogue Systems
  • Context awareness.


Due to the ever-changing nature of social media, 2nd Screen features, Smart TVs, the Internet and the technology driving it, the SAM consortium has identified and will target and implement the following priorities of current standardization:

  • Vendor-independent trust, brand protection, relationship, and identity models
  • Content Sourcing and methods by making content providers upload, index and organize their contents in and open way
  • Reach and impressions by storing those contents in a discoverable way, accessible from anywhere and anybody
  • Engagement by letting consumers or other content providers browse through the existing contents available and discover them dynamically
  • Influence and relevance by making contents searched and consumed on context, index, usage, etc
  • Opinion and advocacy by taking into account user feedbacks, ratings, etc

These standards will encourage and facilitate the use of contextual, relevant, connected and valuable data from social media and more specifically 2nd Screen channels, thus leading to great returns for Content Providers. The interoperability of resulting solutions will be significantly improved making seamless integration and exchange of components and underlying infrastructure possible.


SAM defined the following key business objectives:

  • To ensure a cross section of media related users and their communities are involved – industry players such as Deutsche Welle (German international public broadcaster), BDS (a distributor of cross-linked media assets) and TPVision, a provider of media devices. Final users are involvement through two schools, engaging 11-18 years old students to test the impact and acceptance of SAM developments.
  • To address issues paramount for commercial exploitation and maintaining individual integrity such as editorial content curation, privacy and brand integrity.
  • To provide business models, exploitation plans and a sustainability model for the furtherance of project results, the inclusion of third parties, and to allow future commercialisation.

Further, an important business objective is brand and person/consumer protection. Working within the social media environment is synonymous with a range of privacy related issues.