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

MICT Research group for Media & ICT Part of University Ghent, department of Communication Sciences Fundamental & applied research in the field of ICT and media Spearheads of our research: Diffusion, implementation, adoption & acceptance of ICT Innovation & consumption of ICT Social consequences of ICT Forecasting & assessment http://www.mict.be

Research group for Media & ICT

Part of University Ghent, department of Communication Sciences

Fundamental & applied research in the field of ICT and media

Spearheads of our research:

Diffusion, implementation, adoption & acceptance of ICT

Innovation & consumption of ICT

Social consequences of ICT

Forecasting & assessment

http://www.mict.be

MADUF Interdisciplinary Institute for Broadband Technology °2004 by Flemish government Mission statement: development of highly competent human capital & carrying out multidisciplinary research for business & government Application domains: eHealth Mobility & Logistics eMedia eGovernment http://www.ibbt.be http://projects.ibbt.be/maduf

Interdisciplinary Institute for Broadband Technology

°2004 by Flemish government

Mission statement: development of highly competent human capital & carrying out multidisciplinary research for business & government

Application domains:

eHealth

Mobility & Logistics

eMedia

eGovernment

http://www.ibbt.be

http://projects.ibbt.be/maduf

Mobile Television: a ‘hot’ concept Literature and conferences: growing interest in the convergence of TV and mobile Believers vs. Non-believers: augmented user experience vs high costs & uncertainty about standards Trial activities around the world Suited content as one of the key factors for success! Content was king for many other media, but only little research on the topic

Literature and conferences: growing interest in the convergence of TV and mobile

Believers vs. Non-believers: augmented user experience vs high costs & uncertainty about standards

Trial activities around the world

Suited content as one of the key factors for success!

Content was king for many other media, but only little research on the topic

Research questions What can we learn from literature, user-studies and experts regarding the context for mobile television ? What can we learn from literature, user-studies and experts regarding the content for mobile television ? Can we translate the findings from the context for mobile television into concrete specifications for content ?

What can we learn from literature, user-studies and experts regarding the context for mobile television ?

What can we learn from literature, user-studies and experts regarding the content for mobile television ?

Can we translate the findings from the context for mobile television into concrete specifications for content ?

Methodology Desk research: mainly popular and internet literature because academic literature is scarce Meta-analysis user studies trials conducted within various mobile television trials Expert survey (N=35): experts affiliated with trials or who published on the matter Questions about most or least promising content types (ranking) and their strengths and weaknesses Some statements about mobile TV Opportunities and threats of the various content types when shown on a mobile device

Desk research: mainly popular and internet literature because academic literature is scarce

Meta-analysis user studies trials conducted within various mobile television trials

Expert survey (N=35): experts affiliated with trials or who published on the matter

Questions about most or least promising content types (ranking) and their strengths and weaknesses

Some statements about mobile TV

Opportunities and threats of the various content types when shown on a mobile device

Context for Mobile Television Peak moments: 4 possible peak times different results in trials  content! Usage duration: according to literature only short content expected Trials: longer session Four usage goals information entertainment background second tv

Peak moments:

4 possible peak times

different results in trials  content!

Usage duration:

according to literature only short content expected

Trials: longer session

Four usage goals

information

entertainment

background

second tv

Trials min/session min/day Barcelona/Madrid - 16 Paris (Canal +) - 20 London 17,66 - Oxford 24 - Berlin 11-15 -

Content for Mobile Television Linear transmission: brands Repurposed content: brands possible Mobile specific content: new

Linear transmission: brands

Repurposed content: brands possible

Mobile specific content: new

Watched and wanted content types News, soap & sports: ‘triumvirate’ with universal appeal Adult and music promising niche contenders Adult: bright future but no research Music: music videos short format Other content types: ??? UGC? Radio?

News, soap & sports: ‘triumvirate’ with universal appeal

Adult and music promising niche contenders

Adult: bright future but no research

Music: music videos short format

Other content types: ???

UGC?

Radio?

Conclusion: Implications of context on content Peak times: implications for linear and repurposed/mobile specific content Usage duration: long and short content needed Usage goals: linear for secondary tv, rest: repurposed/mobile specific content Further user research needed!

Peak times: implications for linear and repurposed/mobile specific content

Usage duration: long and short content needed

Usage goals: linear for secondary tv, rest: repurposed/mobile specific content

Further user research needed!