providers like MobiTV claim mil- affiliates, the industry is still
IPTV Broadcast Production & Post Content Show Highlights Mobile TV Out-of-Home Media
lions of paying subscribers over investigating those alternatives their networks, there is little during its trial period. BY BRAD DICK, EDITORIAL DI meaningful evidence showing “At the onset at least, the ser-that unicast mobile TV is more vice will be free to the end-user, than a niche service over the but there are subsidized revenue- The entry of broadcasters into carriers’ networks. Part of the sharing opportunities that might the 100-percent digital trans-problem is content – much of develop over time,” Wharton said. mission era opens new busi-the programming is repurposed What could emerge is a mod- ness opportunities, the first of or mobile-optimized content on el similar to the cable industry. which may be the delivery of a loop, not the live programming Broadcasters could deliver their mobile TV services. delivered by a cable or broad- programming free-to-air while According to the Open Mo-cast provider – while part of the cable networks deliver their bile Video Coalition (OMVC), 63 problem is cost. Subscribing to content via subscription. That TV stations in 22 markets reach-a 3g data plan and then paying could happen in one of two ways: ing 35 percent of U.S. house-for a mobile TV subscription can devices could be embedded with holds are scheduled to launch run upwards of $20 a month. The multiple receivers, allowing local OTA mobile signals this year. cost isn’t likely to drop, though, broadcasters to deliver free-to- The 63 stations include 14 NBC considering the enormous re- air content over dTV spectrum, affiliates, nine ABC affiliates, sources video can take up on an while a dedicated mobile TV nine CBS affiliates, five FOx operator’s network. network such as MediaFLO or a affiliates, nine ION Television
It’s on price and content that satellite mobile TV provider like affiliates, four CW affiliates and the traditional broadcasters ICO would deliver cable chan- four MyNetwork TV affiliates. An can differentiate themselves. nels like CNN, ESPN or Nickel- additional nine PBS stations are Using the same infrastructure odeon for a monthly subscription; in discussions with the OMVC to and local content, they can the other method would have join the 2009 launch. pursue the same business local broadcasters delivering the “Broadcasters should be model: free-to-air programming cable content themselves. Unlike recognized for seizing an op-paid for by advertising. NAB analog TV, digital broadcasters portunity to provide the enter-Executive VP of Communica- have a lot of flexibility on how tainment and public service tions dennis Wharton said they divvy up TV spectrum for benefits of live, local television the association performed a Hd TV, Sd TV and mobile TV use, coverage to mobile consum-study concluding that local allowing them to offer two to four ers,” said david Rehr, president advertising on mobile TV could mobile TV channels along with of the National Association bring in revenues of $2 billion the usual Sd and Hd feeds, or as of Broadcasters. “Consumers annually. While there may be many as 13 mobile TV channels want to utilize mobile devices to other means of augmenting that by forgoing an Hd feed. The follow news and sports, as well revenue, such as partnerships mobile channels not used for as local, regional and national with wireless operators or their own local programming emergency announcements and leasing digital TV spectrum to could be used to broadcast other content that they have networks with no broadcasting paid cable channels. ● come to expect from their local
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