Specials

Mobile TV generation: 23 too old?

CANNES: Mobile TV is not a guy or girl thing. More than anything else it is a young thing.

And, the young have the capacity to consume mobile TV content even while sitting in front of a television in their living rooms. Multitasking is what it’s called and the older folks can’t really get the drift.

So just who are these older folks that are not clued in to this new world? We’re talking of the 22+ generation and not the 35+ it needs noting.

The key demographic that consumes mobile TV is the 12 to 22 demo, Matt Heiman, CEO and co-founder, Mobix Interactive (UK) points out and not the 14 to 34 (or in India’s case the 15 to 35 demo) that one traditionally looks at as the young and techno savvy lot. And one of the reasons Heiman offered for such a low age skew is that today’s 12-year-olds are like yesterday’s 16-year-olds. Tapping in to their psyche is really important, Heiman stressed.

He was part of a very clued in panel that the first session of the “mobile TV” day at Mipcom had talking on “Programme Commissioning Outlook 2010 Mobile & Cross Platform Formats.” Other speakers on the panel included Roma Khanna, senior VP, content, Chum Television International (Canada) and Sophie Walpole, head of Interactive Drama and Entertainment, BBC (UK).

Said Heiman, the transition of handsets to 3G would really be the take-off for mobile TV. Looked at in revenue terms, the Arpu difference would from the current average of 70 p per user to single digit pounds.

Another issue that was discussed revolved around whether telecom companies or telcos have the capability to become content aggregators. Can they offer the expertise? An emphatic no was Roma Khanna’s take on the matter. “Taste making is much more important than gate keeping,” Khanna argued. She believes that as mobile TV becomes more established, this factor will get even more emphasised.

BBC’s Sophie Walpole said the critical point was “who are the audience and how can you reach them in the simplest most seamless way?”

Walpole said drama is actually harder to introduce during interactivity, since interactivity actually tends to take away from the experience of consuming the content. Interactivity can actually distract or break the narrative flow of the story. Enhancing the drama and not interrupting the drama is critical.

Heiman drew attention to another critical point, which is that mobile requires a certain type of content presentation. And getting that right is no mean task. His advice: Get a partner who has the expertise and can repurpose content for mobile.

What type of content moves well via mobile ? Not surprisingly it is music, news and comedy. Surprisingly though, sports is not high on the interest list of the young jocks who hook in to mobile TV. Except for score updates, which is really an SMS activity more than anything else.

So what’s the future outlook? Linked content on mobile is a possibility. Future is interconnectivity and not just interactivity. Akin to the blogging phenomenon on the net.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=LCDfUTHb
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=GyhainlE
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=tcCmJbUp
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=58t69ZWV
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=saEessEW
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ott_digital.jpg?itok=TbTt6GB7
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ficci.jpg?itok=orH6kGOd
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/fic.jpg?itok=8XCuIr6t
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/Ficci_Frames_2018.jpg?itok=4twFKrtj
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