Presentation_euro_itv2011 at the doctoral consortium in Lisbon

1. MOBILE TV: TOWARDS A
THEORY FOR MOBILE
TELEVISION
pato, luís miguel – luis13pato@gmail.com
euroitv.2011
labcom – laboratório
universidade da beira interior
www.labcom.ubi.pt

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. PROBLEM
RE-USAGE OF BROADCAST TV FOR
MOBILE TV GRIDS – consumers might
not be satisfied…

4. BROADCAST MOBILE TV

5. BROADCAST MOBILE TV

6. SUMMARY
THEORETICAL
PERSPECTIVE
EMPIRICAL
PERSPECTIVE

7. SOCIOLOGICAL PERSPECTIVE
It’s all about the people D. Norman Design of
Everyday Things
Mobility – and its impact on society and on
communication possibilities
GENERAL AUDIENCE SPECS
1 – Prosumers (Toffler, 1995)
2 – Egocasters (Rosen 2004)
3 – Digital Natives (Prensky 2001)
4 – Digital Immigrantes (ibid., 2001)

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. MOBILE TV
Mass 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. THEORETICAL PROBLEMS
mTV Studies are mere technological
reports
Early addopter specs are neglected
Identity problem – why in the world do
people want to use a cell-phone to watch
TV?!

11. THEORETICAL PERSPECTIVE
Uses and Gratifications ( Katz, et. al., 1973)
(What people do with their media)
•
Motivational Theory (McQuail et. al., 2000)
(What motivates media consumption?)

12. REGARD MOBILE TV AS A RESULT OF
CONVERGENCE
UG 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. LAB SESSION SPECIFICATIONS &
METHODOLOGY

14. Expected Results
PROVE OUR HYPOTHESIS
H1 – “MOBILE TELEVISION” IN PORTUGAL AS A MARKET IS
RESIDUAL AND THE EXISTING REALITIES ARE RESULT OF AN
ERRATIC PROCEDURE.
H2 – AUDIENCE MEMBERS ON A GENERAL BASIS NORMALLY
SELECT MEDIA AND CONTENT BASED ON EXPECTATIONS OF
NEEDS AND GRATIFICATIONS.
H3 – “MOBILE TELEVISION” CONSUMPTION NON – TANGIBLE
ISSUES OVERCOME MECHANIC WONDERS…
CONCLUSION
UNDERSTANDING THE EXPECTANCIES AND SATISFACTION
LEVELS OF EARLY ADDOPTERS IS FUNDAMENTAL TO GIVE MTV A
NEW IDENTITY.

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