Mobile TV Broadcasting Hits Legal Blip

Television broadcasting over mobile phones may be delayed after a problem over advertising rights has marred the emerging media market.

According to reports in the Guardian, there is a question over whether broadcasters need to clear rights separately to show TV ads over digital channels.

This legal problem could affect ITV1’s new simulcast deal with mobile company 3, which was announced earlier in the week (see UK’s First Live Streamed TV On Mobile Phones Announced).

The IPA has raised the potential issue of actors and musicians suing agencies over copyright infringement. ITV is to enter discussions with the IPA and other key parties about securing mobile rights, but it may be necessary initially to launch the ITV mobile TV service with no advertising.

The IPA has been planning to tackle the issue with a large-scale meeting of all the parties involved, but this is not thought to be likely to occur until next month.

Because the mobile TV market is in its infancy, the issue does not have the same urgency as resolving the rights clearance issue for ads in the increasingly popular broadband TV market.

Virgin, which is yet to announce broadcast partners, is also planning an autumn launch for a mobile TV offering. The BBC is rolling out a trial that will see the broadcaster send bespoke news clips direct to mobiles (see BBC Trials TV News Clips Direct To Mobiles).