Mobile TV is struggling
The mobile TV revolution has not (yet) materialized. According to a study, many of today's formats are not tailored for mobile TV. Commercials, on the other hand, are popular with users.
Once dubbed revolutionary, mobile TV has not yet blossomed into what developers hoped it would be. The German magazine "Werben & Verkaufen" writes that television on the move is only making slow progress.
On behalf of the Serviceplan Group, the Zukunft Digital research initiative addressed this issue and conducted a study with 200 test subjects. The result was that TV formats specially tailored for mobile TV are better received by users than unchanged formats from conventional television. In other words: Programmes that are between five and ten minutes or even shorter are the most successful. The reason for this is that mobile TV is mainly consumed on the move and during waiting times and is not a substitute for television at home. This probably explains the success of Swiss television's "Tagesschau in 100" seconds, which was designed for mobile TV.
In addition to news, music, sports programs and series with short episodes (so-called mobisodes), commercials tailored to mobile TV are also popular. Compared to commercials on television, radio or the Internet, those on cell phones are perceived as less annoying and often even entertaining. This is a great opportunity, says Christian Bopp, Managing Director of the Serviceplan research institute Facit Digital, quoted in the article. Advertising on mobile TV has not yet run its course, people are still open-minded and curious about it.
On behalf of the Serviceplan Group, the Zukunft Digital research initiative addressed this issue and conducted a study with 200 test subjects. The result was that TV formats specially tailored for mobile TV are better received by users than unchanged formats from conventional television. In other words: Programmes that are between five and ten minutes or even shorter are the most successful. The reason for this is that mobile TV is mainly consumed on the move and during waiting times and is not a substitute for television at home. This probably explains the success of Swiss television's "Tagesschau in 100" seconds, which was designed for mobile TV.
In addition to news, music, sports programs and series with short episodes (so-called mobisodes), commercials tailored to mobile TV are also popular. Compared to commercials on television, radio or the Internet, those on cell phones are perceived as less annoying and often even entertaining. This is a great opportunity, says Christian Bopp, Managing Director of the Serviceplan research institute Facit Digital, quoted in the article. Advertising on mobile TV has not yet run its course, people are still open-minded and curious about it.
