Mobile DTV allows broadcasters to extend their reach and their brand to viewers anywhere, and any time through mobile devices. A mobile version of their main channel, along with commercial spots, is seen as it is broadcast on air. Custom ad opportunities and augmented formats such as 24-hour news or local community sports are some of the new revenue opportunities that Mobile DTV offers.
Elements of Mobile DTV:
- Delivery of robust DTV signals to Mobile DTV receiving devices
- The addition of up to eight program (streams) of mobile content per station
- New revenue opportunities based on subscription, advertising and sell-through transactions
- Non-real time services enable delivery of content for local storage in the Mobile DTV receiver for playback/display at a later time. For example, local advertiser locations and sales could be sent in advance; when a device determined that it was close, a promo could be displayed. Another example might involve the Mobile DTV receiver in the vehicle gathering content for playback on a trip
Mobile DTV Acceptance Research
Adults show strong interest in the mobile digital TV services with nearly seven in 10 (68%) of respondents saying that live mobile TV would increase their television viewing according toThe Dyle Mobile TV Data Report released by the Mobile Content Venture.
"These results show that live TV remains an important part of people's lives," said Salil Dalvi and Erik Moreno, co-general managers of the Mobile Content Venture in a statement. "As people upgrade to smartphones and tablets, live TV is a must-have service. Whether you are a wireless carrier or a cable/satellite operator, it seems clear that enabling the 'living room experience' on the go can be a smart business opportunity. The exciting part of all of this is that the technology to deliver this experience in a truly scaleable way is finally here."
The survey of 510 U.S. adults aged 18 to 54 was conducted by Research Now.
Other highlights of the study include the finding that over 50% of consumers would consider watching mobile TV on smartphones and tablets and that smartphones and tablets will be key devices for receiving the signal, with 61% saying they would like to access mobile DTV services on a smart phone and 54% saying they would like to view the broadcasts on their tablet.
- being entertained on the go (69%)
- staying informed/being in the know (61%)
- keeping kids occupied" (56%)
- less worry about missing important TV (48%)
- in case of an emergency (43%)
feeding my sports addiction (31%)
About 81% said they would be likely to view local news and weather, followed by movies (79%), national news (75%), sitcoms (69%), sports (66%), children's cartoons (65%), drama (64%) and reality fare (53%).
The survey also provided data on a variety of occasions when people were likely to use the service. These include killing time while waiting (85%), entertainment while in transit (76%), entertaining kids in the car (74%), as an additional TV at home (63%), staying connected at sporting events (53%), at the gym (52%), and sneaking some TV time at work (44%).
About three fifths (61%) of consumers said they would be somewhat or very likely to switch cellphone providers to get mobile TV.
Local Broadcast Initiatives
The Mobile Content Venture is a joint venture consisting of 12 major broadcast groups, Fox, Ion Television and NBC making up the Dyle mobile TV service.
The Mobile 500 Alliance, lead by Fisher Communications CEO Colleen Brown, is comprised of over 35 TV station groups with 380 full-power TV stations. Other members of the executive committee: Rob Hubbard, of Hubbard Broadcasting (vice president); Mark Aitken, of Sinclair Broadcast Group (chair of the technology partnership committee; Jimmy Goodmon, of Capitol Broadcasting (chair of the Content Partnership Committee); and Bert Ellis, of Titan Broadcast Management (treasurer).
Other groups involved are Tribune, LIN Media, Schurz Communications, Communications Corporation of America, Cordillera, Freedom, Granite, Gray, Hoak, Hubbard, Local TV, Max Media, McGraw-Hill, New Vision, Nexstar, Morgan Murphy Media and Pappas.