@Mobile Content World: Priorities For TV Content

“The mobile industry hasn’t been creative enough about promoting the its content,” according to Linda Summers, head of strategy at Red Bee. She said it should come down to basic marketing because it’s the issue of discoverability that is huge. She said effective mobile programming will be a mix of traditional schedules and on-demand content, as well as live coverage of sports and news events. The linear TV platform still has a huge part to play in creating content for the web and mobile environment, she said. “We need to think about exploiting those established brands.” She said producers need to work out how to you help people find what they want, and also how to promote content in a way that encourages users to move people through various platforms. Social nets could be vital to that distribution, she said.
— Tom Toumazis, EVP & MD for Buena Vista International Television EMEA, said that current shows like Lost translate well to mobile because there is a big range of characters and complex plots that can be exploited and expanded. He also said more work has to be done on prices and bundles, working out the value of an exclusive TV show preview on mobile, for example.
— Endemol’s head of mobile TV and video at Endemol Michiel de Gooijer said mobisodes had been well received because they are exclusive, but linked to a well-known brand. The “real exciting stuff” is creating original new pure mobile projects – he referred to Endemol’s ‘Get Close to Sugababes’. These daily four-minute mobisodes mixed TV footage with mobile footage filmed by the band. “The quality of footage might be inferior to TV but the personality of the footage on that format works,” said de Gooijer. It’s also good publicity. “There is a market for totally new brands, but you just have to see how you can link those with existing brands.”

This article originally appeared in MediaGuardian.

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