Television

UK study highlights the need for more innovative TV on mobile phones

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/06/16/MobiTV.jpg?itok=IHL0cSIf

MUMBAI: The results of a new study, Mobile TV ? Attitudes to Broadcast on Mobile, confirms the need for broadcast and entertainment brands to work harder to tailor their content to mobile phones.

The qualitative study by Red Bee Media (formerly BBC Broadcast) and digital media research agency, iBurbia, aimed to research consumer attitudes to specially made or tailored mobile content compared to TV streamed to mobile phones.

The findings suggested that full length programming on mobile is not as popular as made for mobile TV because screen sizes are too small, opportunities to watch full length programmes on-the-go are rare and subjects preferred to watch full-length programming on the TV.

iBurbia's Omar Bakhshi says, "We talked with a broad range of people in this study and there was significant interest in concepts that complemented TV viewing with extra and exclusive content on mobile phones. But, the content had to be sufficiently compelling to be worth the effort and there is a fear of billing abuse, meaning that cost needs to be made clear".

The results have also suggested that the most effective way to market mobile TV will be using on-screen prompts within related television shows. The most successful mobile TV will also be of the right quality to work on a mobile screen and targeted to a specific audience. Participants in the study found that, on the smallest of mobile screens, any content over three minutes was too long and anything over one pound was too expensive.

The recent Oxford trials confirmed that there is an appetite for mobile TV, but this research highlights how 'TV' for mobile is wildly different from the 'TV' of linear broadcasting. New rules for advertising, navigating and entertaining apply. We worked with iBurbia to find out what viewers really want to watch on their mobile phones. Red Bee Media has built a successful business in understanding consumers' needs in order to create and tailor content and communicaton for multiple platforms and formats.

Red Bee Media business director new creative content Catriona Tate says, "The results point towards the mobile TV market being driven in the short term by advertiser funded content and mobile video that compliments or promotes TV programmes".

The qualitative study was produced by iBurbia in its interactive media research centre in West London. It included six focus groups - two groups made up of people aged 16-25, three 26-40 and one 41-60. One of these groups consisted of 'gadget' users (26-40 age group), the rest only having freeview TV at home and mostly using their mobile phones just for calls.

The subjects were shown content specially made for mobile on mobile handsets that was created by Red Bee Media. The content included a sport clip, comedy clip, one minute mobidrama, advertiser funded programme, interview with football manager and reality TV clip. As a comparison, subjects were also shown a full length High Definition programme on a PSP (portable Play Station) and a Freeview channel streamed live to a mobile phone.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/zee.jpg?itok=ULD9QMzc
ZEE puts Family First with ZEE Family Packs

Currently, the Broadcasting ecosystem operates as part of a packaged bouquet environment where consumers pay a fixed amount and receive a pre-configured bouquet of channels.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/ogyy.jpg?itok=bx7zodP_
CARTOON NETWORK AND POGO MAKE IT A DECEMBER TO REMEMBER

Celebrating the season of festivities, Cartoon Network and POGO bring a special bonanza of rib-tickling comedy, adventure and sheer fun all through this month for their fans

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/gifa.jpg?itok=Rqal2HQU
Shemaroo Entertainment’s Founder Buddhichand Maroo Felicitated with GIFA Golden Award

Founder of Shemaroo Entertainment Limited, Mr. Buddhichand Maroo was recently felicitated with the GIFA Golden Award at the 3rd edition of Gujarati Iconic Film Awards (GIFA) 2018 in Ahmedabad.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/ibf.jpg?itok=brJWMmWE
IBF to intervene in TRAI's SC petition on 15% discount cap

The TRAI tariff order, which remained a topic of intense debate and discussion in 2017 and 2018, is likely to dominate discourse early on in 2019 too, at least from a legal standpoint as the Supreme Court resumes work after the winter vacations.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/Rajiv-Bakshi.jpg?itok=jrgyQ3Kj
Big Synergy appoints Rajiv Bakshi as CEO

Reliance Entertainment's Big Synergy Media Ltd has appointed Rajiv Bakshi as its chief executive officer.

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/sony.jpg?itok=8WnMQYcG
For the first time, viewers get to choose their favourite shows on Sony BBC Earth

Content may be King, but so is the viewer. Sony BBC Earth, India’s premium factual entertainment channel, takes another leap in audience engagement by giving viewers the choice to pick their favourite shows of 2018 on the channel.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/shemaroo_0.jpg?itok=JusfZP8_
Shemaroo Entertainment’s Bhakti App Bags the Innovative Mobile App Award

Shemaroo Entertainment Ltd., added another feather to its cap with firm’s ‘Shemaroo Bhakti App’ winning the special mention award under Innovative Mobile App category at the Drivers of Digital Summit 2018

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/np.jpg?itok=tx921nZi
Sony Pictures Networks India delivers on its commitment of 'Ek India Happywala'

Sony Pictures Networks India (SPN) has accelerated its focus towards creating a positive social impact in the ecosystem by building on its three-pillar framework; empowerment, education and environment.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/graph.jpg?itok=A_UEtkRT
English news most benefited genre in Chrome DM week 50

MUMBAI: With a growth of 1.29 per cent as compared to last week (49), the English news genre marked the highest opportunity to see (OTS) among all categories in week 50 of Chrome Data Analytics & Media.  In the English news genre, Loksabha TV gained the highest OTS with 98.2 per cent in six...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories