Gemstar TV Guide’s Mobile TV Aims, One Profile Across Everything

Bob Shallow, vice president and general manager of Gemstar-TV Guide International’s mobile entertainment group, has been interviewed by TechNewsWorld and given a pretty good idea of what the company wants to do with mobile TV — pretty much what it did in cable and satellite. It wants to go a bit further than that, though, linking all the different media together. “We’re trying to figure out how to provide the best user experience so a consumer could go out to various platforms and pull media into a common user experience and — very simply, with very few clicks — get from one piece of content that might be housed over here to another piece of content over here. Or, once they set up a profile once, have it reflected on various platforms so it’s easy to move within their various content environments and still have the best experience.” Shallow doesn’t see mobile TV as a “push” or a “pull” service, but more of a natural evolution: “Now that people are starting to become aware that it’s available, people will start to expect that it’s there. So, it’s not so much a “tug” as it is an evolution … and it sort of becomes a baseline feature.”

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