Interactivity And Personalisation Key To Success Of Mobile TV
Interactivity and personalisation will be key to the future success of mobile television, according to a new report commissioned by mobile phone company Nokia.
This Box Was Made For Walking, conducted by Dr Shani Orgad from the London School Of Economics, examines the future impact of the platform on the broadcasting and advertising industries, predicting 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.
The report states that this will have 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.
“For mobile TV to become more than just television on the move, it will have to build on existing channels, programmes, and ways of watching television and using the Internet.” said Dr Orgad. “Mobile TV will become a multi-media experience with an emphasis on personalisation, interactivity and user-generated content.”
Harri Männistö, director of multi-media at Nokia, added: “We are currently entering a new era in television, that of personal TV and video consumption. This LSE report highlights the opportunities for both broadcasters and advertisers in this new mobile television era.”
According to the report, the current trend of user-generated content will continue. As consumers increasingly use their mobile devices to create video content, new broadcast platforms will emerge to distribute this content to other mobile users.
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.
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, sport, music and children’s programmes. Moreover, the content will be tailored with the mobile viewer in mind. The mobile TV viewing experience is also likely to see new programme formats emerging.
Nokia: www.nokia.com