From MoCoNews.net I learned that the research firm of Understanding & Solutions predicts worldwide revenues in 2010 from mobile television and video on demand (VOD) will be approximately $18 billion, with mobile TV generating about $14.3 billion and VOD generating about $3.7 billion, according to an article in SiliconRepublic.
This represent an increase in revenues from 2006 of 800 percent. Those figures do not include income from advertising, sponsorship and interactive services, says Alison Casey, business director of content and services at Understanding & Solutions, SiliconRepublic reports.
The article says, "Based on subscribers, the world’s most
successful mobile TV implementation to date is TU Media/SK Telekom in
South Korea, which has an estimated base exceeding three million at the
end of 2006. This is followed by 3 Italia, which had half a million
subscribers at the end of last year."
Indications of what works
David Sidebottom, a consultant with Understanding & Solutions, says mobile TV content is booming and, as a result, there are indications of what will be successful.
He says, "mobile TV is about favourites and performs
well when it’s addressing local and national tastes. 'Dip in, dip out'
and short-form are important mobile content attributes, and much mobile
TV usage will be competing with mobile games, web content and podcasting."
The moronic tremendously popular "Big Brother" reality show is an example of "dip in, dip out" that include live mobile TV updates, the article says.
Not easy for Dr. Who
It's still tough to create a successful mobile TV business. For example, the BBC produced 13 free one-minute "mobisodes" of the "Doctor Who" TV series and advertised the availability of the videos after each TV broadcast of the show.
But only 40,000 mobisodes were downloaded via cellular compared to 2.7 million viewed online.
Interactivity's important
Casey says "Moving forward, interactivity and community
will be key factors in mobile TV uptake. Talent contests,
quizzes, music television, events and other genres will become
increasingly popular –- and these formats are already appearing on
Korean mobile TV services.
"The market activity to date
reaffirms our view that mobile TV will be a significant business in
coming years -– customer take-up in the major launch markets of South
Korea and Italy have been remarkable, with consumers also showing
willingness to pay incrementally for quality TV on mobile services."
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