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OPINIONS

Broadcasters Come Together in the Name of Mobile DTV
By: Joe Eitel
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  • Rating: 5 stars5 stars5 stars5 stars5 stars / 2
    2010-05-28

    Table of Contents:
  • Broadcasters Come Together in the Name of Mobile DTV
  • New Support for a Once-Struggling Technology
  • Why are Local Broadcasters Suddenly on Board?
  • Will Consumers Buy into the Trend?

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    Broadcasters Come Together in the Name of Mobile DTV - Why are Local Broadcasters Suddenly on Board?


    (Page 3 of 4 )

    It’s clear why the 12 major broadcast groups formed the OMVC, but one might wonder why so many local broadcasters have recently jumped on the bandwagon. Well, that’s quite easy to explain as well--they’re hoping to increase their revenue by breaking into this burgeoning mobile ad market.

    The only problem is there’s no way of knowing in advance just how alluring the idea of watching TV on mobile devices will be to consumers. Technically, this is one of biggest hurdles at the moment, because no matter how much industry support the technology has, it’s nothing without the public’s demand for this type of service.

    Another theory as to why broadcasters are clamoring to be a part of the growing Mobile DTV movement is because they’re afraid of being torn apart by the Internet, similar to the way the music industry and newspapers have been.

    Ben Piper, director of multiplay market dynamics at Strategy Analytics thinks that providers have come to an important realization. "Forward-thinking service providers have largely embraced the Internet and have realized it is the content and not the network that ultimately matters to consumers," Piper said.

    Plus, there’s reason to believe that the public is ready to embrace Mobile DTV. Last fall a national survey was conducted by Magid Media and it found that many young adults indicated that their viewership of local and national news would “mostly likely double if they could watch TV on a device they could carry with them.”

    Current trends have always been a good indication of things to come in the technology world, which is why local broadcasters are so concerned and looking to jump on board with Mobile DTV. Right now, online TV is local stations’ biggest rival. According to a survey conducted by Retrevo, consumers are slowly but surely changing their viewing habits, opting to watch their favorite programs online as opposed to on cable networks.

    This was especially true for TV’s biggest market, which is those who are under the age of 25. According to the survey, 23 percent of respondents under the age of 25 watch a majority of their favorite shows online, and around 8 percent of those over 25 reported doing the same.

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