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In the second generation of multiscreen TV the focus is on scaling services and a better, more consistent user experience across all devices. Jesper Andersen, SVP & General Manager, Service Provider Video & Software Solutions at Cisco, says the next steps are to integrate primary and companion experiences more effectively and monetize services with advanced advertising. At the same time platform operators need more agility to match Web 2.0 competitors, something that requires an open architecture, good use of the cloud and a strong partner ecosystem.
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