But the two-screen experience will gone beyond commerce, Yankovich says, to include social elements, like companion apps to prime-time series.
This trend will be accelerated by the roll out of televisions with Blutooth and Wi-fi capabilities, Yankovich says, allowing users to connect their televisions to their smartphone or tablet.
"It has become less about connecting the TV to the Internet and more about connecting it you -- the users' preferred device."
-Reported by Jeanine Poggi in New York.Follow TheStreet.com on Twitter and become a fan on Facebook.
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