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Mobile TV - Killer content for the mobile generation
 

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.

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 Mobile TV - Killer content for the mobile generation Presentation Transcript

    • 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
    • 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
    • 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 ?
    • 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
    • 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
    • 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
    • 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?
    • 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!