Personalization and interactivity will be the key drivers of mobile TV according to a new report commissioned by Nokia and conducted by Dr Shani Orgad from the London School of Economics. The report, titled 'This Box Was Made For Walking,' examines the future impact of mobile TV on the broadcasting and advertising industries.
The report predicts that the introduction and adoption of mobile TV will ultimately give way to a more personal and private TV experience than that of traditional broadcast TV, with big implications for users, content providers and advertisers. Users will be able to receive content anytime, anywhere, choose what is most relevant to them, and even create and upload their own television content, while content providers and advertisers will be able to tailor their offerings more specifically to the user.
According to the report, the current trend of user-generated content, as seen by the phenomenal growth of YouTube, will be a key feature of mobile TV. As consumers increasingly use their mobile devices to create video content, new broadcast platforms will emerge to distribute this content to other mobile users. The U. S. television channel, Current TV, is a good indicator of the future, with 30 percent of its programming consisting of user-generated content.
Dr Orgad examined the impact of mobile TV on the advertising industry and predicts new opportunities for the industry as it is able to better target and interact with key audiences. On mobile TV, advertisers will be able to pinpoint their messages to users according to very specific levels not possible with traditional TV and at success rates higher than those of the Internet. The report also reveals that advertisers are currently experimenting with five and seven second-long ad spots to be better suited to the 'snacking culture' of mobile TV viewing.
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