Mobile TV: Opportunity beckons in digital unwired world

CANNES: Wet, miserable and about the jolliest crowd around seemed to be the brolly sellers (who made a killing). Still, Wednesday more than lived up to its billing as the highlight day of Mipcom 2005 with the focus being on mobile television.

Everyone wanted a piece of the action around the mobile sessions and it was standing room only through the day in what turned out to be a really worthwhile experience for delegates at the mart.

“The greatest opportunity the content industry has had” is how Peter Bazalgette, chief creative officer, Endemol Group put it during his mobile and cross-platform keynote that had a rather quirky title ‘It's Digital, Not New Media Stupid!’

But there was nothing quirky about his presentation, which he broke up into three parts:the way ahead; hurdles; new Endemol ventures (more on that in a separate report).

By 2010 there will be three billion TV users and an equal number of mobile users. According to the Endemol CCO, mobile is going to go worldwide in a way that is unprecedented.

Bazalgette had some surprising points to make as well. One was that soaps DO work well on mobile (at least those that are already popular brands on TV) because people are familiar with the story and plotline. And because they are familiar with the plot, people will still tolerate the poor picture quality that current bandwidth problems and handset deficiencies will in due course get sorted out.

And while mobile episodes that are simply repurposed from TV content is already a common feature, Bazalgette pointed out that there is certainly a case for building EXCLUSIVE mobile content around well known TV brands as well.

He took the point further when he stated that the next step should be to create content just for mobile and for the needs of the mobile service.

Mobile TV consumption patterns

Morning (7 to 9:30), lunch hour and evenings are when there is the highest consumption, clearly pointing to a link with commute times as well as free time. The challenge, said Bazalgette, was to extend that time frame and it was only when content providers had cracked this particular hurdle that the real ramp up in mobile TV content would take place.

Production rules

    More close ups.

    Slower speech.

    Higher contrast, different lights.

So what are the immediate challenges for players looking to take the plunge?

    P to P swapping is going up so digital rights management would be an issue.

    Equitable deals need to be negotiated for content creators.

    A marketing model, particularly for original content (and not a brand extension of existing product).

    Clear pricing.

    Advertising. Should it be a free to air model in the initial phase to pump up subscriber volumes? Indiantelevision.com believes that this strategy should be avoided at all costs since the beauty of mobile is that the culture of payment (pay per download and pay per streaming) is built in to the system and all users expect to pay.

    Spectrum width continues to be an issue. Till regulators release additional spectrum bandwidth problems will remain.

    Mobile phone groups need to sell the content as well as the technology. Late adaptors (or the mass user) need and want content, not the backend technology.

Latest Reads

The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ‘The Earth Tee’ and designed by renowned fashion designer Anita Dongre, under its...

Specials Event Coverage Occasions
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories