The Next Web is broadcasting from the International Broadcasting Convention (IBC) in Amsterdam. Each day we will have new interviews and content from the show.

Applicaster is a service company for TV, broadcasters and cable companies working in the space where content delivery, social TV and second screen collide. The way we watch TV is rapidly changing and there is competition over content offerings, as well as innovation to find the must have methods for consumption.

At IBC, Applicaster is showing off its services for social immersion and competitions. The company works on providing complementary material for programs like 24-hour reality TV shows.

Applicaster CEO, Jonathan Laor feels that America is not the biggest market for social and second screen innovation and that prime time is becoming more like an interactive game. Harnessing that means simplifying the processes so that in effect, viewers get a seamless experience.

Check out the interview below where he talks about not being one so much for Smart TVs and how although new services might start to divide our attention, the practice of watching TV in a living room is unlikely to change.

Over the coming days we’ll bring you more from IBC and find out how the Internet is changing television. Through LiveU, we’ll be streaming live video throughout the days as well as posting video chats about the future of TV.