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

1. MOBILE TV – THE INTIMATE
TRANSFORMATION OF TELEVISION INTO
NA ENHANCED END-USER ON THE GO
EXPERIENCE – CURRENT STATE OF THE
ART
Pato, Luís Miguel
LabCom – UBI – Covilhã
ESE – Coimbra

2. SUMMARY
1 – Audience
2 – Mobile Phone as Device
3 – Mobile TV
4 – Theory

3. AUDIENCE SPECS
1 – Prosumers (Toffler, 1995)
2 – Egocasters (Rosen 2004)
3 – Digital Natives (Prensky 2001)
4 – Digital Immigrantes (ibid., 2001)
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)

4. MOBILE AS THE SEVENTH MASS MEDIA (Ahonen, T -
2008)
1 – Print (Books, Pamphlets, Newspapers, Magazines); 15th
Century
2 – Recordings (Gramaphone, Records, Magnetic Tapes,
Cassettes, CDs VHS, DVD’s); 19th Century
3 – Cinema; 19th Century
4 – Radio; 19th Century
5 – Television; 1950’s
6 – Internet; 1990’s
7 – Mobile Phones; 2000

5. MOBILE SPECS
Mega Portals – iPortals; BROADCASTED CONTENT –
DIRECTED CONTENT; Equitity in Handset Technology;
HORIZONTAL AND VERTICAL OPTIONS; NETWORK
SHIFTS; Engaging Experiences are desired; NO MORE
GENERIC BROWSING; Ubiquitous Computing;
FASHIONABLE; Converging and creating old and new
media consumption and broadcasting apps!

6. The very nature of the telephone, as all electric
media, is to compress and unify that which had
previously been divided and specialized.
McLuhan, M.
Data
Broadcast Functions Communicat
Media ion Channels
Internet &
TV/Radio Classical Phone E-Mail/Speech
Specs
CONVERGENCE
TV
Electronic
mTV
Mass Media
Specs

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. RTP Broadcast RTP mTV

9. SIC Broadcast SIC mTV

10. 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)
.

11. THEORETICAL PROBLEMS
mTV Studies are mere technological reports
Early addopter specs are neglected.
Identity problem

12. MOBILE SPECS
Mega Portals – iPortals; BROADCASTED CONTENT –
DIRECTED CONTENT; Equitity in Handset Technology;
HORIZONTAL AND VERTICAL OPTIONS; NETWORK
SHIFTS; Engaging Experiences are desired; NO MORE
GENERIC BROWSING; Ubiquitous Computing;
Converging and creating old and new media
consumption and broadcasting apps!

13. THEORETICAL FRAMEWORK
Uses 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. MTV RESULTS OF A MIX BETWEEN MASS AND
INTERPERSONAL COMMUNICATION
UG applied to Interpersonal Communication (Auter, 2007)
Gratifications
Pleasure; 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. Non – tangible issues overcome mechanic the mechanic
wonders…
CONCLUSION
Understanding the expectancies and satisfaction levels of
early addopters is fundamental to give mTV a new identity.

16. MOBILE TV – THE INTIMATE
TRANSFORMATION OF TELEVISION INTO
NA ENHANCED END-USER ON THE GO
EXPERIENCE – CURRENT STATE OF THE
ART
Thanks!
Pato, Luís Miguel
LabCom – UBI – Covilhã
ESE – Coimbra