Even expert navigation by Yahoo’s Mitch Lazar, VP business development couldn’t steer this session towards any weighty conclusions – or at least any new observations. He launched with an excellent summary of the mobile TV landscape so far including how 3’s business saw a 61 percent uplift since its FIFA world cup TV service this summer, Orange’s TV service found that 70 percent of users were watching for more than five minutes and Vodafone UK has said its mobile TV revenues is outpacing ringtones. In all – mobile TV supplements traditional TV rather than replacing it. The consensus is now that the most successful mobile TV is made specifically for mobile, or at the very least re-edited for mobile. Two to three minute clips is always the template and MTV’s production teams, for one, now commissions for TV, PC and mobile from the outset. MTV’s Dan Whiley, international CVP said it’s lucky for MTV that its young demographic are heavy mobile users. “It’s a distinct advantage that we already understand that mobile audience. Some people say that MTV invented short-attention span TV but shows like Jackass and Barrio 19 work well in small chunks that people can get in and out of quickly.”
— Hala Bavi
This article originally appeared in MediaGuardian.
Comments have been disabled for this post