Much has been made of second screen apps which let you engage across devices, but many entertainment platforms are incorporating a layer of multitasking within the first screen. Just take a look at Xbox One which highlights the flexible voice control integration. With the commands, one can say “Xbox, snap friends,” for example, which will bring up your friends list in a sidebar during a game without even pausing. Another fitting instance is Touchcast’s vapps which lets creators incorporate apps within the video letting users interact with external media without ever leaving the player. It’s clear that there is fragmented attention today, but will multitasking features be able to sustain attention on a single screen or is that wishful thinking?