Ed: We’ve started a new section called “MoComment”, with guest essays and commentary from industry players. If you’re interested in writing about an issue related to mobile content industry, send us an e-mail.
The first essay is here…The second essay is by David Goldman, the founder and CEO of Comedy Time, a made for mobile comedy channel that launched on Sprint TV and Mobi TV in July, 2004. Goldman has a background in law, talent representation and television production. He may be contacted at goldman@comedy-time.com
“The medium of mobile content is so new that empirical data available on viewing habits and preferences is almost non-existent. The data that is available is heavily guarded by those operating in the space in an effort to keep potential competitors in the dark. However, it is generally acknowledged that music, comedy, news and sports are high performers for viewers watching on handsets. It has been almost a year since we launched our made for mobile channel Comedy Time. The channel was immediately successful both in terms of the number of viewers and the average watch time. Over the last year, as both a content provider and mobile viewer, I have developed some insights into what content works for mobile and why.
In analyzing why certain content works for mobile and other content does not the key factor, as in more traditional media, is viewer satisfaction. Unlike television, the mobile hand held device, usually a cell phone, is actively not passively watched. In other words it is generally not on in the background to keep the viewer company. It is being hand held with an expectation of quick entertainment. Successful mobile content delivers a satisfying viewing experience within a period of a minute or less. It has to grab the viewer quickly. This is not to say that a viewer will not watch for longer periods of time. In all likelihood he will; but only if he finds immediate value.
Where will compelling mobile content come from? Will it be a repurposing of made for television or movie content or will it be made for mobile? I personally believe it will be the later. Much in the way that television did not merely repurpose old movies but created a whole new form of programming so will the mobile industry. While some television content lends itself to being cut up into short self-contained viewing segments most of it does not. On the contrary, it requires a half-hour to an hour to tell its story or, in the case of reality television, to reach its resolution.
What role will rebroadcasts of existing network and cable channels play in the mobile content space? Rebroadcast television can be a frustrating viewing experience for the mobile user. One of the primary issues is the difference in screen size between today’s large screen televisions and the screen found on mobile phones. Made for mobile content is shot up close and personal. This means no long shots and a minimum number of subjects on screen at once.
The short form viewing habits of the mobile user are also going to negatively impact the success of rebroadcasts. This is an issue both with respect to the longer form nature of rebroadcast content and the advertising contained within the content.
Thus far viewers have been turned off by the notion of watching traditional television commercials on their cell phones. Tivo has proven that they don’t even want to watch them on television. However, given the limited time intervals in which mobile content is viewed, the aversion to commercials is much more pronounced in the mobile space. Advertising will most likely take the form of ‘advertainment’, sponsorship or product placement in relation to mobile content.
The world of mobile is a tremendous opportunity for content providers because, as in any new medium, the playing field has been partially leveled. In some instances ‘made for mobile’ channels like Comedy Time with relatively low brand awareness are attracting greater numbers of viewers than large national television brands. While event television such as live sports will always attract a mobile audience without access to a larger screen, most television in its present form is not going to be viable for mobile viewers. The content that will be king is going to be short, engaging, up-close and commercial free. That’s what the people want.”
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