The Norwegian Broadcasting Co
and mobile TV

NRK on Different Platforms

User friendly
4

User friendly
5

6 6

7 7

The only way to
control your
content
is to be the best
provider of it.

Rubenmann

Traffic increased tenfold on mobile

$81 on ebay

Peaked Facebook

Topped iTunes

Mobile Traffic Increased 20 Times

Video on paper

Personalized Mobile TV Advertising
World First

Unlimited Possibilities
User: A User: B
Sex: Male Sex: Female
Age: 46 Age: 33
Region: Oslo Region: Tromsø
Interest: Cars Interest: Travel
Same content
experience
Different
advertisements
Moving Ticker Text
Advertising Banner

Results
• Ads: TV sessions from 2.73 min to 6.51 mins
• Click through rate: 13%
• 80% male but longer session times for female
• Radio: Average listening times of 7-10 mins
• Peak time between 10am and 4pm
• 25% of users watched 10 times/month or more
• Feedback from surveys inside the client:
• ”Do you like NRK Mobile TV?” – 70% are positive
• ”Do you like Mobile TV ads?” – over 50% are very positive

What now?

12-19år
20-29år
30-39år
40-49år
50-59år
3-11år
60år+
12+
jan-aug08
Year 2007
Year 2006
After never really going downhill
TV viewing increasing again.
Year 2005
Year 2004
Year 2003
Year 2002
Year 2001
Viewing minutes per year
Year 2000
Year 1999
Year 1998
Year 1997
Year 1996
Year 1995
Year 1994
Year 1993
1992
(25.05.92 -
31.12.92)
0
100
250
200
150
50

Samarbeid

Marknadsføring er viktig

Mobile TV,
not
’mobile phone TV’
Marknadsføring er viktig

Sweden
DMB, 90% coverage DVB-H, 25-30% coverage
2-300 transmitters 3.000-11.000 transmitters
France
Marknadsføring er viktig
DMB, 95% coverage DVB-H, 25% coverage
€2 million per channel €8 million per channel

Marknadsføring er viktig

Wanted to mandate DVB-H in Europe…

Marknadsføring er viktig

Asks the market to decide.

”[The Council] invites the Commission to
1. acknowledge the importance of innovation, technology
neutrality and a market-led approach for the
successful, long-term deployment of Mobile TV broadcasting
services;
Marknadsføring er viktig
2. monitor the implementation of services and standards by
industry in the Member States and, if necessary and
appropriate, take steps to ensure the interoperability of
services and improve freedom of choice for users; […]”
The European Council,
Strengthening the Internal Market for Mobile TV

The market of TV is:
broadcasters
content owners
production companies
and most importantly, the users
Not only telecom operators.

Gunnar Garfors
Director of Developments, NRK
New Media Department
gunnar.garfors@nrk.no
 +47 40 00 00 22