Personalisation and interactivity will be the key drivers of mobile TV according to a new report commissioned by Nokia and conducted by Dr Shani Orgad from the London School of Economics. The report, titled ‘This Box Was Made For Walking’, examines the future impact of mobile TV on the broadcasting and advertising industries.
The report predicts that the introduction and adoption of mobile TV will ultimately give way to a more personal and private TV experience than that of traditional broadcast TV, with big implications for users, content providers and advertisers. Users will be able to receive content anytime, anywhere, choose what is most relevant to them, and even create and upload their own television content, while content providers and advertisers will be able to tailor their offerings more specifically to the user.
“For mobile TV to become more than just television on the move, it will have to build on existing channels, programmes, and ways of watching television and using the Internet.” said Dr Shani Orgad. “Mobile TV will become a multimedia experience with an emphasis on personalisation, interactivity and user-generated content.”
“We are currently entering a new era in television, that of personal TV and video consumption,” said Harri Männistö, Director, Multimedia, Nokia. “This LSE report highlights the opportunities for both broadcasters and advertisers in this new mobile television era.”
According to the report, the current trend of user generated content, as seen by the phenomenal growth of YouTube, will be a key feature of mobile TV. As consumers increasingly use their mobile devices to create video content, new broadcast platforms will emerge to distribute this content to other mobile users. The United States television channel, Current TV, is a good indicator of the future with 30% of its programming consisting of user-generated content.