Cice 2010

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MOBILE TV –THE INTIMATE TRANSFORMATION OF TELEVISION INTO NA ENHANCED END-USER ON THE GO EXPERIENCE –CURRENT STATE OF THE ART

Presentation of the International Conference - CICE 2011

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Cice 2010

  1. 1. MOBILE TV – THE INTIMATETRANSFORMATION OF TELEVISION INTO NA ENHANCED END-USER ON THE GOEXPERIENCE – CURRENT STATE OF THE ART Pato, Luís Miguel LabCom – UBI – Covilhã ESE – Coimbra
  2. 2. SUMMARY1 – Audience2 – Mobile Phone as Device3 – Mobile TV4 – Theory
  3. 3. AUDIENCE SPECS1 – Prosumers (Toffler, 1995)2 – Egocasters (Rosen 2004)3 – Digital Natives (Prensky 2001)4 – Digital Immigrantes (ibid., 2001)MOBILE AUDIENCE SPECS1 – Mobile Generation ( 18 – 24 years of age)2 – Telefanatic (18 – 34 years of age)3 – Usefull parents (parents that are between18 & 34 years ofages)4 – Smart Connected (25 – 44 parents and active workers)5 – Thumb Culture (Mobile Phones are a mirage)6 – Silver disbeliever (senior citizens)
  4. 4. MOBILE AS THE SEVENTH MASS MEDIA (Ahonen, T -2008)1 – Print (Books, Pamphlets, Newspapers, Magazines); 15thCentury2 – Recordings (Gramaphone, Records, Magnetic Tapes,Cassettes, CDs VHS, DVD’s); 19th Century3 – Cinema; 19th Century4 – Radio; 19th Century5 – Television; 1950’s6 – Internet; 1990’s7 – Mobile Phones; 2000
  5. 5. MOBILE SPECSMega Portals – iPortals; BROADCASTED CONTENT –DIRECTED CONTENT; Equitity in Handset Technology;HORIZONTAL AND VERTICAL OPTIONS; NETWORKSHIFTS; Engaging Experiences are desired; NO MOREGENERIC BROWSING; Ubiquitous Computing;FASHIONABLE; Converging and creating old and newmedia consumption and broadcasting apps!
  6. 6. The very nature of the telephone, as all electricmedia, is to compress and unify that which hadpreviously been divided and specialized.McLuhan, M. Data Broadcast Functions Communicat Media ion Channels Internet & TV/Radio Classical Phone E-Mail/Speech SpecsCONVERGENCE TV Electronic mTV Mass Media Specs
  7. 7. MOBILE TV (mTV) SPECS- Liquidity (Bria, et al., 2007);- Interactive;- Enhanced;- Flexible, Pedestrian;- Possibility of Personalization;- Context Awareness (O’Hara, et al., 2007; Carlsson, 2007;Marcus, 2010)- Snackable (Palmer, 2008)- Attachable (Ling, et al., 2004)What is the current offer of mTV?
  8. 8. RTP Broadcast RTP mTV
  9. 9. SIC Broadcast SIC mTV
  10. 10. CURRENT TYPES OF mTV (Orgad, 2009)1 - TV IN YOUR POCKET.2 – TV ANYTIME, ANYWHERE3 – TV ON THE GO4 – ENHANCED TV Emergency TV (Ahonen, 2008).
  11. 11. THEORETICAL PROBLEMSmTV Studies are mere technological reportsEarly addopter specs are neglected.Identity problem
  12. 12. MOBILE SPECSMega Portals – iPortals; BROADCASTED CONTENT –DIRECTED CONTENT; Equitity in Handset Technology;HORIZONTAL AND VERTICAL OPTIONS; NETWORKSHIFTS; Engaging Experiences are desired; NO MOREGENERIC BROWSING; Ubiquitous Computing;Converging and creating old and new mediaconsumption and broadcasting apps!
  13. 13. THEORETICAL FRAMEWORKUses and Gratifications ( Katz, et. al., 1973)(What people do with their media)Domestication Theory (Haddon, 2001)(Bring things for unknown terfs and apply them to daily life)Motivational Theory (McQuail et. al., 2000)(What motivates media consumption?)
  14. 14. MTV RESULTS OF A MIX BETWEEN MASS ANDINTERPERSONAL COMMUNICATIONUG applied to Interpersonal Communication (Auter, 2007)GratificationsPleasure; Affection; Inclusion; Escape; Relaxation; Control.UG applied to Mobile Phones (Wei, Leung, 2000)Mobility; Immediacy; Surveillence.TV (Rubin, 1981)Passtime; Information search; Entertainment; Companionship;Escape.
  15. 15. Non – tangible issues overcome mechanic the mechanicwonders…CONCLUSIONUnderstanding the expectancies and satisfaction levels ofearly addopters is fundamental to give mTV a new identity.
  16. 16. MOBILE TV – THE INTIMATETRANSFORMATION OF TELEVISION INTO NA ENHANCED END-USER ON THE GOEXPERIENCE – CURRENT STATE OF THE ART Thanks! Pato, Luís Miguel LabCom – UBI – Covilhã ESE – Coimbra

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