TV networks are producing second screen content related to their original programming in an effort to attract viewers who are increasingly turning to their smartphones, tablets and laptops. The content — which typically includes videos, photos, games and trivia — is intended for viewers who multitask with their mobile devices. According to Nielsen, more than 40 percent of American consumers use their phones or tablets each day as they watch TV.

“By offering so-called second-screen content synchronized with the broadcast, the networks hope they can persuade viewers to watch programming live, instead of on a digital video recorder several days after their initial broadcasts are recorded,” reports the Wall Street Journal. “When viewers watch on DVRs, they often skip over ads. In addition, networks want to attract more digital-ad dollars.”

AMC, for example, has been producing video vignettes for “The Killing,” “Breaking Bad” and “The Walking Dead” that complement the shows’ story lines and characters. The videos are part of a content stream that is periodically made available to digital viewers during broadcasts.

“USA Network offers synchronized digital content for all of its original shows — available via the Web and apps — and production is getting more intricate,” explains the article. “The second-screen content for ‘Graceland,’ a series launching next week that revolves around law-enforcement agents sharing a house, includes a virtual rendering of the house that users can interact with. Doors unlock as the show progresses, revealing information about characters.”

Another example includes the NFL Network, which offered video interviews with players and analysis from experts via a mobile app during last month’s NFL draft.

“They were producing it just like a television show, except that it was only going to smartphones and tablets,” said Manish Jha, general manager of mobile at the NFL.

Fox takes a targeted approach based on genre. For example, comedies will feature more frequent second-screen content, while dramas will use the approach sparingly so that viewers will not become distracted and miss key developments.

“We’re very careful about how we program it,” explained David Wertheimer, president of digital at Fox Broadcasting. “During the broadcast we want to add value to your experience, not detract.”

“The audience for such services is still small,” notes WSJ. “Just 15 percent of people who use TV networks’ websites or apps watch digital content synchronized to live TV, translating into just 3 percent of the overall TV audience aged 13 to 54, according to market-research firm GfK.”

“The networks really have to do a better job of educating users on when and how to use it,” suggested David Tice, SVP of media and entertainment for GfK.