iPad 2 has big potential for TV firms says ANT boss

Thinks second-screen interactivity will become more common as tablets continue to be snapped up by consumers.

Apple's iPad 2 goes on sale in 25 more countries today, following its US launch a fortnight ago. Broadcasters and advertisers will be hoping to reap the rewards, according to Simon Woodward, CEO at digital TV firm ANT.

"Tablets like the iPad are increasingly shaping the way we consume and interact with content, as interactive TV services are no longer confined to the TV screen," he says, reflecting wider excitement around the potential for 'second-screen' services.

"As the latest piece in the connected home puzzle, tablets are part of a chain of connectivity leading to the convergence of media content and interactive services. Content we would once associate with the web is appearing on our TV screens and vice versa."

Several broadcasters have already launched iPad apps that let viewers get extra content or interact with the show while watching - for example ABC's Sync apps in the US. Woodward sees this becoming more common.

"If consumers can download interactive TV content to a device such as an iPad, they can engage with exciting interactive TV services as they are broadcast in real time, without interrupting their viewing experience," he says.