one who loves TV.” Until recently, in
the United States, downloadable mobile
video clips had poor picture quality.
That, plus long wait times for content,
confusing navigation menus and progress
bars, slowed the medium’s spread in the
United States (as opposed to a much
more rapid spread in Asia because of its
more advanced wireless networks).
“This was an unfortunate introduction to mobile entertainment for many,”
The switch mea“ns an additional amount
of free spectrum available for mobile TV
services and more choices for consumers.
MediaFLO
just signed a deal with AT&T
and already partners with Verizon Wireless
to offer time-shifted television programs
on mobile devices. After the 2009 digital
transition, the company expects to see an
increase in advertising created specifically for
this format.
— Matt Milne, MediaFLO
”
says Matt Milne, senior
vice president of sales and
marketing, MediaFLO.
“Consumers expected
more than that — they
wanted a mobile TV
experience comparable
to the one they enjoy at hom e: a crystal
clear image, great programming and an
intuitive interface.”
But Milne says FLO TV has now
leaped past the mobile
TV infrastructure in other
countries. The remaining
challenge is for marketers to
sell the idea to consumers.
“Going forward, we believe that the key to driving
demand is making consumers
aware of the great programming we have on the FLO
TV service, and by highlighting the fact that it is very different from the more limited
mobile video consumers may have experienced before,” says Milne. This means
marketing throughout the entire mobile
TV ecosystem: MediaFLO USA, wireless
companies, device manufacturers and
the media and entertainment companies
themselves.
“Over time, and particularly after
the digital TV transition when the
Visit the most extensive online DRTV video library, featuring nearly
300 long- and short-form ads and products from 13 major vertical markets.
EXPLORE • WATCH • BUY
www.AsSeenOnResponseTV.com
40 Response JULY 2008