Description The SAM project enables consumers to "socialise around media", via their second screens, where they are fed with relevant digital content created once and fully syndicated to all for maximum impact.Today people use “2nd screen” tablets or smartphones while watching their “1st screen” – typically a TV. They engage in activities relating to consumed content on the 1st screen through searches, comments and ratings on social networks.  This is non-optimal since 2nd screen apps know little about the 1st screen, little about the context, and controlling apps while watching TV is difficult.SAM provides a next-generation system for 2nd screen services, which addresses these challenges in a social media context. It is based on “content syndication” where tailored digital content is delivered to the user, ensuring the data reaches the user rather than vice versa.SAM consumers will receive and provide (prosume) related social & media offerings on their 2nd screen according to their context, and thus find it easier to “socialise around media”. A content market place supports media and data owners in syndicating their data, creating richer 2nd screen experiences and content monetisation.