There's a fine balance when it comes to integrating the tablet and TV-watching experiences, according to the panel on "TV Squared: Programming the Second Screen" at OMMA's Tablet Revolution. Dominique Nguyen, Director, Bravo Emerging Media, NBC Universal, warns that anything involving video content on the tablet probably won't be compatible for viewers; of course the subtext here is that tablet content risks distracting viewers from TV advertising, which would be self-defeating for a broadcaster like NBC. By the same token, Scott Rosenberg, Co-Founder & CEO, Umami, notes that tablets can help offset the threat to TV advertising posed by time-shifting, …

As part of a larger effort by Turner Entertainment Networks around second-screen viewing, TBS on Thursday debuted a tablet app designed to be used during nightly episodes of Conan...

Nice way of summing up the intro to the "TV Squared" panel at OMMA Tablet this morning by the show's chair, Steve Smith.

Tablets help networks push viewers to watch TV live. Speaking at the OMMA Tablet Revolution, Dennis Adamovich, senior vp of brand digital activation/GM Festivals, Turner Entertainment Networks, says for the late night show, "Conan", TBS has develop "sync" contents for the live airing of the "Conan" show. "It is such a social experience," says Adamovich. Dominique Nguyen, director of Bravo Emerging Media for NBC Universal agrees that is the …

Forrester's Melissa Parrish told OMMA Tablet attendees that a good way of thinking about the difference between tablets and phones is "mobile vs. untethered."

R/GA Exec Creative Director Richard Ting doesn't think the TV or PC is going away anytime soon as an advertising medium, but he definitely thinks mobile is becoming the primary one, or what people on this opening OMMA Tablet panel are describing as "mobile first."

R/GA's Ting proclaims that Mobile will become primary media access point in the next two to three years. "You can write that down, mark my words," he said. I just did. He points out that lots of apps and services such as Pandora have crossed over into mobile-first mentality. At the Mobile Insider summit last month, ESPN Mobile GM Michael Bayle espoused a similar view. Ting said advertising will start to shift to these applications and services brands are developing. Nike+ is one app that R/GA works on and that people use multimple times a week. Instead of putting out …

PHD Mobile Director Sal Candela says to think of tablet planning in terms of "consumer gateways."

Tablet campaigns don't exist in a vacuum and sometimes promoting them requires traditional media efforts.

The first panel of the day looks at tablets whether tablets have become a medium  in their own right. Where does the adaptable device fit in the marketing mix? More and more, client briefs aren’t for tablet-specific efforts but including the tablet as part of a cross-platform campaign or content rollout, said Richard Ting, SVP, executive creative director, R/GA. That means content has to be integrated and work as seamlessly as possible across different devices. “You don’t just think about a tablet application,” he said. Meliss Parrish, senior analyst at Forrester, noted tablets have become part of a multi-screen environment, …