The so-called second screen, the phone or tablet providing content that deepens and extends a TV or film experience, is changing the way media channels and marketers think. Integrated second screen marketing programs have real value, and the data is there to overwhelmingly demonstrate that this is the new normal. People tweet from the theater, blog during the debate, and shop during the show. It’s hard to tell at times if this suggests a shrinking attention span, or a better capacity to multi-task, but either way it’s a new paradigm for how people view and engage with content. “Viewing” is no longer passive, it’s collaborative. 4 out of 5 smartphone users in America use their device while watching TV according to Nielsen. Forward thinking producers…