[by Mike Butcher] Tanya Price, head of business development with the recently spun-off BBC Broadcast (soon to be rebranded as an independent) spoke to MocoNews.net about how its work with Hutchison 3G over the last three years is feeding into taking content into mobile.
They’ve spent a lot of time re-honing content from TV onto mobile and are working with media and brand owners to promote TV shows via the mobile.
“Clients are keen to reach mobile-centric people – the 12-24 age bracket watch less TV so it’s hard to reach them, and that’s where the mobile phone comes in. In might be sending them an MMS and building up a database of viewers of a particular kind of show. And it involves media planning to position these promos at the right time of day.
She said promos to push viewers to TV content should be scheduled, just like any other media planning and buying would show the right promo at the right time – from the middle of the soap opera to half way through the super-bowl.
Sources say BBC Broadcast is on the cusp of announcing a raft of new deals, and seems likely that household name consumer brands, possibly in the FMCG arena, will be involved.
But Price said mobile content needs to be “right in terms of pricing and easy to use. We’ve got to think about the consumer. Sometimes it feels like content is sold to us in a plain brown paper bag – but people don’t buy it that way and we need to help the consumer!”
Our Mobile Content World Conference
coverage is sponsored by Bango
Subscriber content
?
Subscriber content comes from Gigaom Research, bridging the gap between breaking news and long-tail research. Visit any of our reports to learn more and subscribe.
Advertisement
Advertisement
Advertisement
Comments have been disabled for this post