Ericsson and the Norwegian Broadcasting Corporation (NRK) has conducted a live trial of interactive mobile TV and found that on average users spent twice as long using the interactive mobile TV service compared to the non-interactive one. “The nine-week trial has shown that, on average, users of interactive TV watch mobile TV for more than five minutes each session, which is double that for regular mobile TV viewers. Twenty percent of the users participated in the interactive TV-format “Svisj” every day.” So five minutes isn’t a great timeframe but it’s better than two-and-a-half, and mobile TV is intended to be used in small chunks.
“Gunnar Garfors, Director of Mobile Services, NRK Development Division, says: “This initial test shows potential for expansion. We gave our viewers a grape and they want a pineapple! They value easy and personalized communication highly, so new concepts are in the pipeline.”
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