NOKIA: The future of TV will be personal
11 November 2006 by axxxr Nokia commissioned report from the London School of Economics gives valuable insights into the impact of mobility on television.
Personalisation and interactivity will be the key drivers of mobile TV according to a new report commissioned by Nokia and conducted by Dr Shani Orgad from the London School of Economics. The report, titled 'This Box Was Made For Walking', examines the future impact of mobile TV on the broadcasting and advertising industries. The report predicts that the introduction and adoption of mobile TV will ultimately give way to a more personal and private TV experience than that of traditional broadcast TV, with big implications for users, content providers and advertisers. Users will be able to receive content anytime, anywhere, choose what is most relevant to them, and even create and upload their own television content, while content providers and advertisers will be able to tailor their offerings more specifically to the user. According to the report, the current trend of user generated content, as seen by the phenomenal growth of YouTube, will be a key feature of mobile TV. As consumers increasingly use their mobile devices to create video content, new broadcast platforms will emerge to distribute this content to other mobile users. The United States television channel, Current TV, is a good indicator of the future with 30% of its programming consisting of user-generated content. Introducing the five second ad spot Dr Orgad examined the impact of mobile TV on the advertising industry and predicts new opportunities for the industry as it is able to better target and interact with key audiences. On mobile TV, advertisers will be able to pinpoint their messages to users according to very specific levels not possible with traditional TV and at success rates higher than those of the Internet. The report also reveals that advertisers are currently experimenting with five and seven second-long ad spots to be better suited to the 'snacking culture' of mobile TV viewing. What will people watch? The report predicts that mobile TV programming will be a combination of original content from broadcast television and new content made specifically for mobile. It is expected that the most popular genres and programmes on mobile TV will be news, entertainment (soaps, reality shows, comedy, animation), sport, music and children's programmes. Moreover, the content will be tailored with the mobile viewer in mind:
New TV content The mobile TV viewing experience is also likely to see new programme formats emerging. These include:
New prime times Broadcasters are likely to see a new midday prime time with mobile TV according to the report. This is backed up by consumer trials of mobile TV in Europe which revealed heavy usage of mobile TV during the day as well as during the more traditional early morning and late evening prime times. This Box Was Made For Walking was written by Dr Shani Orgad, from the Department of Media and Communications at the London School of Economics, based on a review of existing literature, analysis of mobile TV consumer trials, interviews with experts in the fields of television, mobile media, advertising and other media, and attendance at industry events. The event will be webcast live on www.nokia.com/press/mobiletvreport from 1.30 pm GMT on Friday November 10th
Comments On 18 Nov 04:01 ronaldsanchez wrote it's good to those who can afford. Why not to create a mobile phone with TV reception? Just like a pocket TV. I'm sure that this idea will be released soon. And the first cellular corp. to do it will emerge all others on the day it will expose to the market. On 12 Nov 14:33 Paul wrote The new generation of Mobile TV (such as that found on the Virgin Lobster phone) is not streamed over the internet, it's an actual broadcast. See DVB-H On 12 Nov 13:05 joeharris1306 wrote My experience of mobile tv on 3g have not been very good. The programs are just repeated short episodic items...oh and reception wasn't top notch. On 12 Nov 13:03 Xugaa wrote I'd love to but at the moment things like this and mobile internet just rips you off. I'd rather just convert a nice movie to put on my K800 for travel. On 11 Nov 20:31 antichrist wrote in my country, called "THE Village" (aka romania) is expensive even to navigate on wap, let alone gprs/ edge, or TV... On 11 Nov 18:13 renesis wrote I just hope that they ''go cheap'' with the cost of the Mobile-TV, even here in the Dominican Republic... |
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