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@ NATPE Mobile++: Novak Keynote: Combo Product Pitch/Plea For Content

It wasn’t too long ago that Dan Novak spent his time programming for HD at Cox Communications. Now he’s devoted to the 2-inch screen as VP-programming and advertising, QUALCOMM MediaFLO. Novak’s NATPE Mobile ++ keynote was a combination product pitch/demo for MediaFLO — and plea for producers to create content specifically for mobile. Qualcomm’s research shows cell phone video users “will watch it anytime they want to be entertained, any time they want to be informed.” Novak also believes “people will watch and will pay to watch long-form content.”
A taste of his content pitch: “We’re counting on you, the people in this room. … The content of mobile will drive customer behavior; just having great technology won’t do it alone. … The media world is working hard to prepare itself to be much more responsive to what consumers want. Mobile video can become the next frontier but only with the right content presented the right way .
During q-and-a, Novak resisted efforts to paint MediaFLO as a Verizon-centric service. He said the company went with Verizon Wireless for launch because of its commitment to marketing, among other reasons, but is in conversations with other carriers.
— Novak asked for a show of hands for first-time Mobile++ attendees and more than half the audience responded. He predicted iHollywood will need a room three times as big next year as interest in mobile content expands.
Our NATPE Mobile++ coverage is sponsored by Nellymoser