In the previous issue of this news service (Vol. 20-No. 12), the lead article spoke upon technology and those wonderful devices that were created to make life a little easier that eventually spiraled into something that made all participants work longer, harder, and to lose focus upon normal ways of being. According to yet another study recently released (one of many in a series no doubt), this focus between reality and virtual reality is moving within a wider pace.

According to a new report from Nielsen and YuMe, a digital video ad tech firm, television holds a consumer’s attention only 39% of the time, a rate that pales in comparison to the attention rates that laptops (70%), electronic tablets (76%) and smartphones (77%) dictate.

The report finds these results through lab based observations where the participants were instructed to engage with any of the above noted devices (TV, smartphone, tablet and laptop) as they would at their home base for a twenty minute period where such actions were recorded. These experiments were captured on tape (or at least by way of a moving image digital process) where such observations were analyzed to project consumer attentiveness based on second to second measures.

The showings found that the TV deceives were on 53% of the time, while laptops were on less than half of the time (48%) followed by electronic tablets (38%) and smartphone trailing in last at 17%. The reason why television sets were on more than the other devices show that once the TVs were activated, that is how far as they can get; That is, the TV’s represent a passive device. One can’t really interact with a television set. However, laptops connected to the ‘net, as well as tablets and smartphones that are always connected to a ‘net based network, offer little participation if they are turned off. Once they are turned on,

TV viewing drops. In this study case, attention to television dropped from over half in the first four minutes (53%) to under 20% in the final sixteen minutes.

When in comes to multitasking, consumers became focused on the second screen (laptops, etc.) In the multitasking situations with at least two screens on at the same time — ads on television were only paid attention to 30% of the time, compared to 71% on laptops, 93% on tablets and 100% on smartphones.

It appears that based on this study of the 200 or so participants means that watching TV with nothing more than a television machine to use doesn’t cut it as it once did. The younger the viewer, the more screens used. This is truer when the viewers are tuned on to special events airing through the networks, both as traditional and via streaming. Recent TV events such as the Super Bowl, the Grammy Awards, as well as the Academy Awards were measured through audience participation based upon social media posts. Standby social media source as Facebook and Twitter counted the amount of commentary placed by those watching or near watching. The traffic flow of wall posts, tweets, and other elements associated ebbed and flowed, based upon the action seen within the two awards shows and the sporting event.

Interestedly enough, this measure not only recorded how viewers liked and hated what went on during the programs (all aired “live”), but how brands were mentioned based on the commercials that aired along the program. The Super Bowl gave tribute to this notion as the spots aired were just as noteworthy (if not more) than the game itself. Even the Academy Awards measured brand mentions as well with “Lego” the most noted brand recorded via social media throughout the three plus hour telecast. Although Lego itself didn’t buy any spot time, it was noted because of The Lego Movie, a very popular (and money making) animated feature released last year that didn’t even get a nomination for best animated feature. It did receive a nomination for best song-the catchy “Everything Is Awesome”, but didn’t win that either! For the record, another popular and profitable  animated title, Disney’s Big Hero 6, nabbed the award!

Television had always been a passive form of entertainment. Back in the day when phones were wired to a wall, that era’s version of a laptop was a portable typewriter, and a tablet consisted of lined legal sized paper sheets, folks that were “watching” TV also did other things, such as reading a book or related printed matter, doing homework, eating and/or drinking, household chores, etc. Unless one was really into what was being viewed, very few folks spent their time just with their vision solely focused upon the TV screen.

The only viewing source that consists of full focus on the screen action is now limited to seeing a movie in a traditional theater. However, especially for those of a younger age, it’s rather difficult for those to affix their vision to the big screen without whipping out their phones and using them during the feature. Theater managers place notices through their theaters that deliver the message “no phones or tablets are to be turned on during the feature”. Of course, this rule tends to become ignored quite a bit as personally seen by this writer!

In spite of all of the devices around that hold a video screen, traditional television sets will not go away since the big picture and the sound that goes with such a device can’t hold a candle to a screen 17” in size and far less. It just ain’t the same experience to view anything on a screen 2” in diameter with a tinny soundtrack to go with it

Although TV watching will be further supplemented by other screens, one elements that makes it all official is when 3-D television will finally take hold. That answer will be determined when images that come out at you will be perfected without donning the dizzy glasses! As they say in the business, stay tuned to this station for further developments!



     FURIOUS 7 (Universal) is the latest installment of the long running “Fast and Furious” franchise that features Vin Diesel and company.

The plotting involves the stock crew of car enthusiasts attempting to live their own lives. Dominic Toretto (Diesel) and Letty (Michelle Rodgiuez) are reconnecting with one another.

Brian O’Conner (Paul Walker) lives a domestic life with his wife Mia (Jordana Brewster), while Tej (Chris “Ludicrous” Bridges) and Roman (Tyrese Gibson) are taking advantage of their freewheeling lifestyle. Meanwhile, a British assassin of the “black opps” variety is out to settle a score, taking out Han (Sung Kang) in Tokyo and the attempted assassination of Hobbs (Dwane Johnson). Deckard Shaw (Jason Statham) is out to get those that eliminated Owen (Luke Evans) during their previous assignment. With this going on, Dom and his crew join forces again working with their government operative known as Mr. Nobody (Kurt Russell) into finding those responsible for all of this action, and takes the clan to places far from their home base in Los Angeles to locations as Abu Dhabi and Azerbaijan in order to clean up the score with those that are mysterious and evil.

If this reviewer appears to be rather vague over basic story line and plot points, fear not! Such story fulfillment and plotting doesn’t really matter in this feature! In fact, their really is no deep and heavy story per se, although Chris Morgan did write a screenplay that features dialogue and scene changes! As expected, it’s full of action packed action, complete with the standard fair of fast cars chasing one another, mind numbing stunts spread about, along with plenty of explosions, gunfire, and related visual effects to keep one entertained and amused with the addition of enough exotic scenery and rogue characters to fill another feature entry. Diesel and company do their best to keep this franchising going (and going and going) with their on screen charisma and appeal. Of course, Paul Walker, who was killed in an auto related accident in late 2013 when this feature began production, makes his final appearance in this title where his death was written within the story. (Paul’s two siblings, Caleb and Cody Walker, play his character Brian as stand-ins.)

Directed by James Wan, FURIOUS 7 kicks off the 2015 summer movie season that will host another selection of comic book action adventure entries, along with animation titles and a few fantasy genre picks to boot. (Don’t forget remakes and reboots, too!) These are the kind of movies that eventually make money for the studios where folks will still flock toward their multiplexes to soak up all of the excitement and action! After all, the real reason why movies are made in the first place is for the fictional gain, and the reason why people go to the movies is to become entertained! This latest edition of Universal’s current cash cow will do both! Just place your thinking and logic at the door, set your brain on “dumb” mode, fasten your seat belt, and enjoy the two hour ride!

This feature is rated “PG-13” for comic book related action, mild sexual content, along with occasional cussing. Now playing at all leading multiplexes nationwide.




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All rights reserved. The views and opinions are those of the writers, and not necessarily of the staff and management. ‘Nuff said!



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