Nokia mobile TV report
p2pnet.net News:- “To call attention to, in a boastful or ostentatious manner,” is one definition of advertising and it’s the driving force behind just about everything in the world of corporate commerce, online and off.
In fact, it’s reached the point where it’s a pitched battle of wills between You, the ‘consumer,’ and Them, the people who make and/or market the products or services you’re expected to consume ad nauseum.
There’s even a new multi-million-dollar project in hand to compel you to watch some forms of advertising, like it or not, and Google ceo Eric Schmidt recently said he believes someday, mobiles will be free, “free” meaning they’ll be “subsidised” by advertising.
Now a new Nokia study commissioned from the London School of Economics “gives valuable insights into the impact of mobility on television” and examines the impact of mobile TV on the advertising industry, suggesting, “new opportunities for the industry as it is able to better target and interact with key audiences,” says the company.
Enter the five-second ad spot.
“On mobile TV, advertisers will be able to pinpoint their messages to users according to very specific levels not possible with traditional TV and at success rates higher than those of the Internet,” says This Box Was Made For Walking.
It also reveals advertisers are, “currently experimenting with five and seven second-long ad spots to be better suited to the ’snacking culture’ of mobile TV viewing”.
Meanwhile, personalisation and interactivity will be the key drivers.
“Users will be able to receive content anytime, anywhere, choose what is most relevant to them, and even create and upload their own television content, while content providers and advertisers will be able to tailor their offerings more specifically to the user” and, “the current trend of user generated content, as seen by the phenomenal growth of YouTube, will be a key feature of mobile TV,” it states.
“As consumers increasingly use their mobile devices to create video content, new broadcast platforms will emerge to distribute this content to other mobile users.”
What will mobile viewers be watching?
According to the Nokia report, the most popular genres and programmes will probably be news, entertainment (soaps, reality shows, comedy, animation), sport, music and children’s programmes.
Content will include much shorter and more concise news bulletins and there’ll be, “User interactivity in the plots of reality TV shows and game shows”. User-generated content will become more important and new distribution formats will be developed, says Nokia, saying in China, for instance, “the movie Kung Fu Hustle was made into ten segments for mobile TV”.
And new programme formats will include:
Talking heads and close ups – due to the small screen size, broadcasters will need to focus on talking heads, where viewers will be able to watch close-ups and see the details, rather than capturing a wide screen.
‘Snackable content’ – mobile TV content will need to be suitable for ’snacking’.
Mobisodes – mobisodes are fragmented and small made-for-mobile episodes that cater to bite-sized portions of content on the go.
Visual spectacle – programmes will need to emphasise visual spectacle over conventional narrative and be image-orientated.
Local content – content should be relevant for the here-and-now of viewers.
Also See:
like it or not – You WILL watch their ads!, November 13, 2006
“subsidised” – Ads to set Mobiles free, November 13, 2006
Nokia – NOKIA: The future of TV will be personal, November 11, 2006
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