Abstract
The industries of mobile and television technologies are heading toward convergence in the shape of mobile television. Content is assumed to be a main key factor for the success of this ICT innovation as a possible new mass medium. As most trials to date tend to be sponsored by strategic stakeholders and have a technology-driven approach, we aimed for a more user-centric research methodology within MADUF, Flanders’ mobile TV trial. To this end, a meta-analysis on mobile TV user studies was carried out, a panel of 35 experts was surveyed and a user study with 405 respondents was conducted. Within this chapter, we present a SWOT-analysis for possible content on mobile TV, based on all previous research results.
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Notes
- 1.
For example, Vodafone, Telefonica, Orange, Bouyges, SFR, etc.
- 2.
- 3.
- 4.
This project was carried out under the wing of the IBBT and included some of the most important media and telecommunications companies in Flanders (e.g., Telenet, Belgacom, VRT, and Siemens). The data in this paper are the result of research we conducted in this project. The MADUF project studied the possibilities of mobile television using DVB-H technology and ran from January 2006 to March 2008.
- 5.
DVB-H is the mobile extension of the DVB-T transmission protocol
- 6.
- 7.
The six other mass media, according to Ahonen & O’Reilly, are: print, recording, cinema, radio, TV, and Internet
- 8.
Mobile spin-offs from familiar linear TV series (e.g., 24, Lost, etc.)
- 9.
The expert panel consisted of two types of experts: people who worked for a company or organization that participated directly in a mobile TV trial (trial experts) and a number of experts who were not involved directly in a mobile TV trial, but had proven their expertise by recent publications on mobile TV (non-trial experts).
- 10.
Some of them were visited, while others were met at conferences (e.g., IBC 2006, Amsterdam and Mobile Entertainment Market 2006, London)
- 11.
We use the term “soaps” to indicate soaps and series
- 12.
By asking the experts to list a top five of the least promising content types, we also forced them to consider the weaknesses of the content types, which is necessary in order to arrive at a strengths-weaknesses-opportunities-threats (SWOT) analysis
- 13.
Radio was only available in 5 of the 11 trials from which data was used in this study
- 14.
Indicatv and Snaditv
- 15.
HollywoodTV
- 16.
ShortsTV and SFR TV
- 17.
VIVA+ Get the Clip
- 18.
1: not interested, 2: hardly interested, 3: neutral, 4: interested, 5: very interested.
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Schuurman, D., De Marez, L., Evens, T. (2010). Content for Mobile Television: Issues Regarding a New Mass Medium Within Today’s ICT Environment. In: Marcus, A., Roibás, A., Sala, R. (eds) Mobile TV: Customizing Content and Experience. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-1-84882-701-1_13
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