Mobile TV - Killer content for the mobile generation

Slide 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

Slide 2: 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

Slide 3: 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

Slide 4: 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

Slide 5: 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?

Slide 6: 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

Slide 7: 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

Slide 8: Trials min/session min/day Barcelona/Madrid - 16 Paris (Canal +) - 20 London 17,66 - Oxford 24 - Berlin 11-15 -

Slide 9: Content for Mobile Television  Linear transmission: brands  Repurposed content: brands possible  Mobile specific content: new

Slide 10: 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?

Slide 11: 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!