The second screen -- the display on any device other than a television set -- is becoming a new marketing front for manufacturers of consumer electronics, according to panelists at a conference held Wednesday. Getting viewers to turn to a second-screen application after seeing a TV commercial is a tricky proposition, however. "We fear having to do another [digital rights management] or stream-adaptive service. On the TV side, there's no common platform," said Kevin Morrow, director of business development for Samsung Electronics America's Digital Solution Center. "That's what Google [TV] is trying to do, what a lot of us would like to do. How does an app on my [second-screen] device communicate with my TV?"