Euro itvppt

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Presentation_euro_itv2011 at the doctoral consortium in Lisbon

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Euro itvppt

  1. 1. MOBILE TV: TOWARDS A THEORY FOR MOBILE TELEVISIONpato, luís miguel – luis13pato@gmail.com euroitv.2011 labcom – laboratório universidade da beira interior www.labcom.ubi.pt
  2. 2. INVESTIGATION QUESTION“IN MEDIA, STORIES ARE ALWAYS CONSTRAINED BY THE MEDIUM IN WHICH THEY ARE TOLD AND THE MODE BY WHICH THEY ARE DELIVERED TO AN AUDIENCE, WITH IMPLEMENTATION OF CURRENT “MOBILE TELEVISION” IS IT POSSIBLE TO APPREHEND CONSUMER’S EXPECTATIONS AND POSSIBLE SATISFACTIONS TOWARDS THE ‘MOBILE TELEVISION’ REALITY IN PORTUGAL?”
  3. 3. PROBLEMRE-USAGE OF BROADCAST TV FORMOBILE TV GRIDS – consumers mightnot be satisfied…
  4. 4. BROADCAST MOBILE TV
  5. 5. BROADCAST MOBILE TV
  6. 6. SUMMARYTHEORETICALPERSPECTIVEEMPIRICALPERSPECTIVE
  7. 7. SOCIOLOGICAL PERSPECTIVE It’s all about the people D. Norman Design of Everyday Things Mobility – and its impact on society and on communication possibilitiesGENERAL AUDIENCE SPECS 1 – Prosumers (Toffler, 1995) 2 – Egocasters (Rosen 2004) 3 – Digital Natives (Prensky 2001) 4 – Digital Immigrantes (ibid., 2001)
  8. 8. GENERAL MOBILE AUDIENCE SPECS 1 – Mobile Generation ( 18 – 24 years of age) 2 – Telefanatic (18 – 34 years of age) 3 – Usefull parents (parents that are between18 & 34 years of ages) 4 – Smart Connected (25 – 44 parents and active workers) 5 – Thumb Culture (Mobile Phones are a mirage) 6 – Silver disbeliever (senior citizens)
  9. 9. MOBILE TVMass medium that has become personal…Part of the Global Screen – Lipovetsky, G.,CURRENT TYPES OF mTV (Orgad, 2009) 1 - TV IN YOUR POCKET. 2 – TV ANYTIME, ANYWHERE 3 – TV ON THE GO 4 – ENHANCED TV Emergency TV (Ahonen, 2008)
  10. 10. THEORETICAL PROBLEMS mTV Studies are mere technological reports Early addopter specs are neglected Identity problem – why in the world dopeople want to use a cell-phone to watch TV?!
  11. 11. THEORETICAL PERSPECTIVEUses and Gratifications ( Katz, et. al., 1973) (What people do with their media) • Motivational Theory (McQuail et. al., 2000) (What motivates media consumption?)
  12. 12. REGARD MOBILE TV AS A RESULT OF CONVERGENCEUG applied to Interpersonal Communication (Auter, 2007,Papacharissi & Rubin, 2000,)Pleasure; Affection; Inclusion; Escape; Relaxation; Control.UG applied to Mobile Phones (Wei, Leung, 2000, Kwon &Chidambaram, 2000 Choi, Kim, & McMillan,2009)Mobility; Immediacy; Surveillence.TV (Rubin, 191)Passtime; Information search; Entertainment; Companionship; Escape.
  13. 13. LAB SESSION SPECIFICATIONS & METHODOLOGY
  14. 14. Expected ResultsPROVE OUR HYPOTHESISH1 – “MOBILE TELEVISION” IN PORTUGAL AS A MARKET ISRESIDUAL AND THE EXISTING REALITIES ARE RESULT OF ANERRATIC PROCEDURE.H2 – AUDIENCE MEMBERS ON A GENERAL BASIS NORMALLYSELECT MEDIA AND CONTENT BASED ON EXPECTATIONS OFNEEDS AND GRATIFICATIONS.H3 – “MOBILE TELEVISION” CONSUMPTION NON – TANGIBLEISSUES OVERCOME MECHANIC WONDERS…CONCLUSIONUNDERSTANDING THE EXPECTANCIES AND SATISFACTIONLEVELS OF EARLY ADDOPTERS IS FUNDAMENTAL TO GIVE MTV ANEW IDENTITY.
  15. 15. MOBILE TV: TOWARDS A THEORY FOR MOBILE TELEVISION THANK YOU!pato, luís miguel – luis13pato@gmail.com euroitv.2011 labcom – laboratório universidade da beira interior www.labcom.ubi.pt

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