Germany: Interest in mobile TV is growing

Germans' interest in mobile TV has risen from ten to fifteen percent in the last three months. Industry experts assume that, thanks to the latest figures, money can also be made with this offer. However, before profits can be realized, there are still hurdles to overcome. This is shown by a joint market analysis by the two consulting firms TNS Infratest and Theron Business Consulting. "Customers prefer short, up-to-date clips and previews that cannot be seen on stationary television," explains Stephan Zimmermann from Theron Business Consulting. To achieve this, the formats must be optimally adapted to the portable end devices and usage situations. The main sources of income for mobile television are general usage fees, additional paid services and advertising. The technical prerequisite for revenues from usage fees is the encryption of the broadcast program content. However, despite the willingness to pay, it could take some time for the money to flow: The majority of mobile operators (97%) are currently not prepared to buy a new TV-capable cell phone outside of the usual procurement and investment cycles. In addition to an adequate technical infrastructure and target-group-oriented marketing, a prerequisite for the breakthrough of the medium is a willingness to cooperate between the main market players involved, such as broadcasters, producers and mobile phone companies. TNS Infratest conducted 1000 interviews for the study in February and May 2006. Theron Business Consulting interviewed numerous decision-makers from the mobile communications industry, broadcasters and independent market experts.