BBC Releases Data On Mobile TV Trial

The BBC’s mobile TV trial only reached a peak of 580 viewers per day during its 12 month trial period, which ended in April this year, according to data released by the BBC Trust.

The data also revealed that monthly content consumption of its BBC One, Three and News 24 channels reached a high of just 13 minutes per month during the trial.

The BBC’s share of viewing accounted around 51% on the T-mobile network but only 24% on Orange during February this year.

Radio figures were kept under wraps but were thought to be lower still, according to a report in NMA.

The BBC announched the start of the trial to syndicate a range of its television channels and radio networks via 3G to mobile phones with mobile operators Orange, Vodafone and 3 in March 2007 (see BBC Trials 3G TV And Radio).

At the time, Ashley Highfield, director of future media and technology, said: “The findings, combined with quantitative and qualitative consumer research, will inform the BBC’s future mobile strategy.”

The public service broadcaster hoped the trial would provide them with a detailed insight into consumer behaviour, as well as testing the effectiveness of 3G as a means of distribution.

However, following the low level of usage unveiled by the recent data, the BBC is said to be is trying to persuade the Trust to add mobile to the distribution channels of its TV and radio stations.

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