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News Release from: Texas Instruments (April 2001-March 2006)
Edited by the Electronicstalk Editorial
Team on 24 October 2005
Programming is key to mobile TV take-up
If the right mix of entertainment, news, sports and pop-culture programming isn't available for cellphones, mobile TV will not meet its full potential, according to TI's Doug Rasor.
Advances in mobile digital TV technology and the impact this growing industry will have on broadcasters, content providers and consumers were key topics presented by Doug Rasor, Vice President and Manager of Worldwide Strategic Marketing for Texas Instruments, at the closing keynote during the Society of Broadcast Engineers' annual conference held last week "Mobile TV combines the two most popular consumer products of our time, the mobile phone and television, providing broadcasters, networks and content providers access to an untapped market of 1.6 billion cellphone subscribers for their programming", Rasor said
This article was originally published on Electronicstalk on 8 Nov 2004 at 8.00am (UK)
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However, he noted that to make the mobile TV industry a realistically affordable service for consumers, an ecosystem based on open standards is key.
"Open standards such as DVB-H enable all players of the mobile TV market to address the market on a more even playing field, from handset manufacturers to broadcasters to service providers".
"This fosters stronger competition, lowers consumer prices and enables faster service deployment of compelling content and services to consumers".
In preparation for service rollouts that are expected to begin in 2006, the DVB-H ecosystem is actively participating in consumer trials worldwide that are proving out business models, consumer preferences and opportunities for additional revenues.
The trials have shown strong consumer interest and willingness to pay between $10 and $15 monthly for services.
"With mobile TV services, consumers will be able watch live TV programming on their cellphone to 'snack' on 10-15 minutes of news, sporting events, weather and other content throughout the day which promises to create a new revenue stream for broadcasters and advertisers", Rasor said.
Closing his remarks, Rasor reminded the audience that in order to make the mobile TV market successful, content is also a key consideration.
"Just like TV programming, consumers want interesting and compelling content to watch".
"If the right mix of entertainment, news, sports and pop-culture programming isn't available for cellphones, mobile TV will not meet its full potential to reach billions of cellphone users worldwide over the next five to ten years".
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