Mobile TV: Killer content for the mobile generation?   Dimitri Schuurman  Pieter Veevaete Dr. Lieven De Marez   5th Intern...
MICT <ul><ul><li>Research group for Media & ICT </li></ul></ul><ul><ul><li>Part of University Ghent, department of Communi...
MADUF <ul><ul><li>Interdisciplinary Institute for Broadband Technology </li></ul></ul><ul><ul><li>°2004 by Flemish governm...
Mobile Television: a ‘hot’ concept <ul><ul><li>Literature and conferences: growing interest in the convergence of TV and m...
Research questions <ul><ul><li>What can we learn from literature, user-studies and experts regarding the  context for mobi...
Methodology   <ul><ul><li>Desk research: mainly popular and internet literature because academic literature is scarce </li...
Context for Mobile Television <ul><ul><li>Peak moments:  </li></ul></ul><ul><ul><ul><li>4 possible peak times </li></ul></...
Trials min/session min/day Barcelona/Madrid - 16 Paris (Canal +) - 20 London 17,66 - Oxford 24 - Berlin 11-15 -
Content for Mobile Television <ul><ul><li>Linear transmission: brands </li></ul></ul><ul><ul><li>Repurposed content: brand...
Watched and wanted content types <ul><ul><li>News, soap & sports: ‘triumvirate’ with universal appeal </li></ul></ul><ul><...
Conclusion:  Implications of context on content <ul><ul><li>Peak times: implications for linear and repurposed/mobile spec...
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Mobile TV - Killer content for the mobile generation

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Schuurman, D., Veevaete, P. & De Marez, L. (2007, May). Mobile TV - Killer content for the mobile generation. Paper presented at International Conference on Communication and Mass Media, Athens.

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Mobile TV - Killer content for the mobile generation

  1. 1. Mobile TV: Killer content for the mobile generation? Dimitri Schuurman Pieter Veevaete Dr. Lieven De Marez 5th International Conference on Communication and Mass Media 21-22/05/07, Athens, Greece
  2. 2. MICT <ul><ul><li>Research group for Media & ICT </li></ul></ul><ul><ul><li>Part of University Ghent, department of Communication Sciences </li></ul></ul><ul><ul><li>Fundamental & applied research in the field of ICT and media </li></ul></ul><ul><ul><li>Spearheads of our research: </li></ul></ul><ul><ul><ul><li>Diffusion, implementation, adoption & acceptance of ICT </li></ul></ul></ul><ul><ul><ul><li>Innovation & consumption of ICT </li></ul></ul></ul><ul><ul><ul><li>Social consequences of ICT </li></ul></ul></ul><ul><ul><ul><li>Forecasting & assessment </li></ul></ul></ul><ul><li>http://www.mict.be </li></ul>
  3. 3. MADUF <ul><ul><li>Interdisciplinary Institute for Broadband Technology </li></ul></ul><ul><ul><li>°2004 by Flemish government </li></ul></ul><ul><ul><li>Mission statement: development of highly competent human capital & carrying out multidisciplinary research for business & government </li></ul></ul><ul><ul><li>Application domains: </li></ul></ul><ul><ul><ul><li>eHealth </li></ul></ul></ul><ul><ul><ul><li>Mobility & Logistics </li></ul></ul></ul><ul><ul><ul><li>eMedia </li></ul></ul></ul><ul><ul><ul><li>eGovernment </li></ul></ul></ul><ul><li>http://www.ibbt.be </li></ul><ul><li>http://projects.ibbt.be/maduf </li></ul>
  4. 4. Mobile Television: a ‘hot’ concept <ul><ul><li>Literature and conferences: growing interest in the convergence of TV and mobile </li></ul></ul><ul><ul><li>Believers vs. Non-believers: augmented user experience vs high costs & uncertainty about standards </li></ul></ul><ul><ul><li>Trial activities around the world </li></ul></ul><ul><ul><li>Suited content as one of the key factors for success! </li></ul></ul><ul><ul><li>Content was king for many other media, but only little research on the topic </li></ul></ul>
  5. 5. Research questions <ul><ul><li>What can we learn from literature, user-studies and experts regarding the context for mobile television ? </li></ul></ul><ul><ul><li>What can we learn from literature, user-studies and experts regarding the content for mobile television ? </li></ul></ul><ul><ul><li>Can we translate the findings from the context for mobile television into concrete specifications for content ? </li></ul></ul>
  6. 6. Methodology <ul><ul><li>Desk research: mainly popular and internet literature because academic literature is scarce </li></ul></ul><ul><ul><li>Meta-analysis user studies trials conducted within various mobile television trials </li></ul></ul><ul><ul><li>Expert survey (N=35): experts affiliated with trials or who published on the matter </li></ul></ul><ul><ul><ul><li>Questions about most or least promising content types (ranking) and their strengths and weaknesses </li></ul></ul></ul><ul><ul><ul><li>Some statements about mobile TV </li></ul></ul></ul><ul><ul><ul><li>Opportunities and threats of the various content types when shown on a mobile device </li></ul></ul></ul>
  7. 7. Context for Mobile Television <ul><ul><li>Peak moments: </li></ul></ul><ul><ul><ul><li>4 possible peak times </li></ul></ul></ul><ul><ul><ul><li>different results in trials  content! </li></ul></ul></ul><ul><ul><li>Usage duration: </li></ul></ul><ul><ul><ul><li>according to literature only short content expected </li></ul></ul></ul><ul><ul><ul><li>Trials: longer session </li></ul></ul></ul><ul><ul><li>Four usage goals </li></ul></ul><ul><ul><ul><li>information </li></ul></ul></ul><ul><ul><ul><li>entertainment </li></ul></ul></ul><ul><ul><ul><li>background </li></ul></ul></ul><ul><ul><ul><li>second tv </li></ul></ul></ul>
  8. 8. Trials min/session min/day Barcelona/Madrid - 16 Paris (Canal +) - 20 London 17,66 - Oxford 24 - Berlin 11-15 -
  9. 9. Content for Mobile Television <ul><ul><li>Linear transmission: brands </li></ul></ul><ul><ul><li>Repurposed content: brands possible </li></ul></ul><ul><ul><li>Mobile specific content: new </li></ul></ul>
  10. 10. Watched and wanted content types <ul><ul><li>News, soap & sports: ‘triumvirate’ with universal appeal </li></ul></ul><ul><ul><li>Adult and music promising niche contenders </li></ul></ul><ul><ul><ul><li>Adult: bright future but no research </li></ul></ul></ul><ul><ul><ul><li>Music: music videos short format </li></ul></ul></ul><ul><ul><li>Other content types: ??? </li></ul></ul><ul><ul><ul><li>UGC? </li></ul></ul></ul><ul><ul><ul><li>Radio? </li></ul></ul></ul>
  11. 11. Conclusion: Implications of context on content <ul><ul><li>Peak times: implications for linear and repurposed/mobile specific content </li></ul></ul><ul><ul><li>Usage duration: long and short content needed </li></ul></ul><ul><ul><li>Usage goals: linear for secondary tv, rest: repurposed/mobile specific content </li></ul></ul><ul><ul><li>Further user research needed! </li></ul></ul>

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