ASIA-PACIFIC BROADCASTING

Mobile-TV service providers and operators need to work harder in improving content and features to hurdle tough times this year, according to a study by IMS Research.

The study said that although the Olympic Games and the US Presidential election triggered significant mobile-TV uptake last year, pessimistic consumer attitudes and reduced purchasing power make broadcast mobile content a “hard sell” this year.

IMS noted that there is an ongoing debate on whether the preferences of TV viewers are the same for both mobile and traditional TV.

“Initial success of analogue mobile TV indicates rare content such as major sporting events isn’t necessary to hook viewers. However, subscription mobile-TV consumers are less inclined to pay for programming that is widely available,” the IMS report stated.

An example of new content specially made for mobile are so-called “mobisodes”, or short episodes of TV programmes made for the mobile handset. IMS said content aggregators, advertisers and service providers should bear in mind such type of creative ways to package content.

Another challenge in 2009 could also be user interface.

“Mobile phones remain fundamentally a personal device, and content aggregators and service providers must focus on personalising subscription services,” said analyst Anna Maxbauer in a recently-published IMS Research report Mobile TV: Free-to-air and Pay TV on Cellular Handsets.

Among personalised services that can be available through mobile phones include the capability to track mobile user’s location, viewing habits and reactions to advertisements. Data like these are valuable to advertisers and service providers.

 

 

 

 

 

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