[by Mike Butcher] Angel Gambino, senior vice president commercial strategy and digital media for MTV Networks Europe (she joined recetly from BBC], talked about how MTV is approaching mobile. She said MTV recognised that there was an increasing anticipation for mobile among its target market. Not only that but record lables are taking a stronger stance on mobile”. There are so many different ways of accessing consumers now across other platforms. MTV would absolutely agree that the future is digital, especially for sections of our audience, so new services and new channels in diigtal media and mobile is key.” She told conference how “TV programme enghancement” over mobile is also a focus. Furthermore, the new ways of using the USPs of mobile to offering marketing and promotions. She gently criticised moves towards personalisation of content, saying it was “interesting”, but the social networking and immediacy aspects of mobile are “the most” interesting aspects.
Gambino also noted that “One challenge we face is the decrease in TV consumption” and the leakage towards digital channels like mobile and the Net. Indeed, one another panellist said that they’d seen research which said there would be a 7-14% decline of TV audience into electronic/digital channels like mobile and the Net.
On whether operators are prepared: Gambino added that aggregators will really only get going when the issues about mobile payment solutions are sorted out. Indeed, “Ebay/Paypal could play a part.” Music brands are reliant on operators right now for payment systems. And of course, the evolution of DRM needs to be more confident.
Our Mobile Content World Conference coverage is sponsored by Bango
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