Broadcasters Come Together in the Name of Mobile DTV - Will Consumers Buy into the Trend?
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Yes, no, and maybe. Piper’s a firm believer that consumers will move towards online video consumption. “I think yes, without a doubt consumers are going to make this move,” he said. "Will it be at the expense of traditional managed pay TV services? Probably not any time soon," he added.
According to Jan Steenkamp, vice president of the America’s at Irdeto, a trusted partner to many of the world’s leading content owners and distributors, it will be a combination of the two. "People will increasingly leverage the convenience of the Internet to bring premium content with them on the go, but they will still primarily be interested in watching content on their TVs,” Steenkamp said. “I think it will be a while before we see consumers completely abandon their TVs."
Apparently, it’s just a matter of which expert you ask. Josh Martin, a senior analyst at Strategy Analytics, thinks that Mobile DTV needs to do more than just broadcast content, because it’s his belief that simply broadcasting would be an outdated approach. "Consumers want bits of relevant content when the opportunity affords," Martin said. "They don't want to be spoon-fed something that's currently being broadcast simply because they have some down time."
Mobile DTV Showcase in D.C.
On May 3, in an effort to gain support for its initiatives and to spread the word on Mobile DTV, the Open Mobile Video Coalition held its consumer showcase in the nation’s capital with the help of nine local Washington D.C. television stations. The coalition distributed a number of devices to a pre-selected group of consumers that were picked for the trial via Sprint Mobile’s subscriber list. Some of the gadgets handed out included ATSC M/H-enabled Samsung Moment cell phones and Dell 10-inch notebooks.
According to televisionbroadcast.com , the Open Mobile Video Coalition also intends on staging consumer focus groups involving LG’s Mobile DTV/portable DVD players and the Valups adapters that enable ATSC M/H reception on iPhones, some iPods, Wi-Fi-enabled Blackberries and Motorola Android phones. The consumers get to keep the gadgets through the summer and will have access to local feeds from NBC, CBS, Fox, CW, My Network, CNBC, Univision, MSNBC, and PBS.
Even with the savviest of PR people behind them, most mass marketing ploys take a bit of time before the word gets out and consumes make up their mind as to whether or not they want to proclaim their love or hatred of a new product. As mentioned previously, things move quickly in the tech world, and it appears as if we’ll soon see if America is ready and willing to embrace Mobile DTV.
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