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The Awards were exec produced by Mediaplay International (UK) President
Ferhan Cook and the Grand jury consisted of BBC Head of Interactive,
Drama and Entertainment (UK) Sophie Walpole, Alacatel's VP for Mobile
Media Worldwide Matt West, Producer Frederic Fougea, Rai TV head
for ITV content factory Nicoletta Iacobacci, The Interactive Channel
(Hong Kong) founder Robert Chua and Nokia Multimedia Global VP Mark
Selby who chaired the jury.
The following are the winners
Best made for mobile TV content
Smash Bean
Cinema Electric (US), Genre (Youth Entertainment)
Best repurposed video / film/ animation content for mobile
Brain Food: Glowing Mice
Scien Central Inc (US), Genre : Factual
Best mobile TV channel or service
Dateline
Yoo Media Mobile, Genre: Lifestyle /Community
Best user interface for a mobile TV channel / program guide
Label! Studio TV
Universal Mobile Music, Genre : Mobile Programme Guide /Interface
Audience best of show
Pete Tong's Fast Trax
Inventa Productions (UK), Genre : Music
Orange Innovative Idea Award
Desperate Housewives - Recaps
BVITV EMEA (UK), Genre : Drama
Amongst the main criteria while judging the nominations were, usage
of interactivity with content, freshness and innovation of concept
and ease of user experience.
Prior to the awards ceremony, all the nominations for the awards
were screened with the nominees and jury sharing some views with
the audience. An interesting screening was Asian Weather by Japanese
company Weathernews Inc. The content used the metaphor of weather
to link the oriental countries with each other in a very interesting
way.
Another interesting content was ClickFree TV by Mobix Interactive
UK. The emphasis was on speed of usage and Mobix CEO Matt Heiman
pointed out, "When I was small mother used to not encourage
me surfing the TV as it would reduce my attention span. Today we
are dealing with a generation that's used to surfing and texting
at blazing speeds and speed is something that will be critical in
getting them hooked."
The most refreshing thing about mobile TV is due to it being new
and hence not yet completely structured, there are a lot of creative
and interesting content concepts that are being played with. And
as developers, speed up in their efforts at providing lots of choice,
quick easy navigation and fresh concepts mobile TV looks all seems
to have begun its journey.
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