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Summary:

Today Qualcomm scored a huge coup for its MediaFLO mobile television service by winning the right to broadcast the Victoria’s Secret Fashion Show and create a 27/7 channel devoted to the event, available on all MediaFLO enabled handsets (of which there are fewer than 10 models in the U.S.).

141-small Today Qualcomm scored a huge coup for its MediaFLO mobile television service by winning the right to broadcast the Victoria’s Secret Fashion Show and to create a 27/7 channel devoted to the event. All MediaFLO subscribers will be able to watch the broadcast when it airs on Dec. 3. The fashion show pulled in a television audience last year of 6.5 million, exactly mirroring the number of people who are watching any form of mobile TV, which includes options other than MediaFLO.

But as the February transition to digital television looms, groups such as the National Association of Broadcasters and the Open Mobile Video Coalition (pushing a jointly developed LG and Samsung standard)  are seeking to develop alternate methods to watch TV on the go to avoid being beholden to wireless providers. The OMVC and it’s backers are branching out beyond cellular networks, hoping to install their technology in cars and laptops. Should those efforts succeed, Qualcomm’s investments in MediaFLO won’t pan out.

With its Ultra Mobile Broadband 4G wireless effort officially shuttered last week, Qualcomm needs to find another way to mint money. It still has a platform effort in Gobi, MediaFLO is still around, and 3G networks aren’t going anywhere for a while, but Qualcomm built its success on controlling the IP for the widely adopted mobile standard CDMA. It can certainly play in other fields, but without a choke hold on some widely needed intellectual property, its negotiating power and royalty rates will be lessened.

Image from CBS

  1. [...] Learn Victoria’s Secret on Your Mobile Phone Today Qualcomm scored a huge coup for its MediaFLO mobile television service by winning the right to broadcast the Victoria’s Secret Fashion Show, and create a 27/7 channel devoted to the event. All MediaFLO subscribers will be able to watch the broadcast when it airs on Dec. 3. The fashion show pulled in a television audience last year of 6.5 million, exactly mirroring the number of people who are watching any form of mobile TV, which includes options other than MediaFLO. For more visit GigaOM. [...]

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  2. Heidi Klum can save anything.

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  3. …and if it is really a 27/7 deal she has managed to add 3 hours to the day. Dang, I did not know she had that level of pull…

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  4. [...] MediaFLO’s picture quality is, by all accounts, awesome. A shortage of content and compatible cellphones has hampered uptake. Live event coverage, such as the 2006 World Cup in Italy and the 2008 Beijing Olympics, has been a driver for adoption of broadcast mobile TV services on mobile phones; this seems to follow a similar, more babe-centric logic. [...]

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  5. [...] launched in three new markets; Atlantic City, N.J.; Greensboro, N.C. and Wilmington, Del., now have access to MediaFLO and the Victoria’s Secret Fashion show on certain AT&T or Verizon phones! But the trumpeting falls flat given that by now — a [...]

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  6. [...] the content that the service can deliver could be the deciding factor. Qualcomm, for example, licenses content for its MediaFLO service from the content owner, but broadcasters so far are retransmitting content they may have created or [...]

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  7. [...] new markets for its chips that don’t ride the 3G wireless gravy train. Hence, its push into mobile television with MediaFLO, the creation of its Gobi platform, displays and now, home [...]

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  8. [...] mobile television service, which represents an investment of hundreds of millions of dollars but never performed as well as Qualcomm hoped. On its earnings conference call yesterday, Qualcomm CEO Paul Jacobs said, [...]

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