Monday May 3, 2010 – Myra Moore
One prominent argument against the success of U.S. broadcast mobile TV services goes something like this: Americans won’t embrace mobile TV because not many use public transportation, and that it is somehow culturally alien for Americans to watch TV on the go. It’s too soon to declare success or failure for broadcast mobile TV, but if it is ultimately unsuccessful, I doubt it will be for the oft-cited reasons above.
Assuming the primary use of mobile TV will be with public-transportation commuters seems short sighted. I can’t see why there won’t be some behind-the-wheel viewing (even if it’s illegal) of last night’s buzzer beater replay, or a local weather alert while sitting at the stop light. After all, being behind the wheel doesn’t stop a lot of people from texting (It may not be illegal in many places but it’s still a bad idea). And as for a cultural disconnect, watching TV is as American as apple pie. Even if folks aren’t watching while riding on public transportation, there’s standing in line, sitting on the sidelines, and surreptitious game watching at work. Don’t forget that the broadcast mobile TV market also addresses the “backseat” TV watching experience.
My money is on business models, content, handset integration, and quality of experience as the primary factors that will make or break the broadcast mobile TV market – not consumer rejection of the concept. The current mobile broadcast services – Flo services (handsets and backseat) and DTH satellite providers (DirecTV and Dish for backseat applications) – haven’t added up to much, but they only represent one business model and one type of content.
In the meantime, U.S. terrestrial broadcasters are about to weigh in with different business models and content with their initial experiments with mobile DTV, which is the mobile flavor coming out of the ATSC digital terrestrial TV standard. DTC’s recent research on available local broadcaster plans shows that there are more than 60 local TV stations that have aired a MDTV signal, or are purchasing equipment to test the system. This month’s OMVC Consumer Showcase being held in Washington, D.C. is a kind of coming out party for mobile TV from traditional TV broadcasters.
The Consumer Showcase is designed to give participating broadcasters (and the local TV broadcaster community at large) a read on how consumers will use the service and what they like and don’t like about it. What if they don’t like it? If so, I doubt it will be because they don’t want to watch TV while on the go.
