Response Magazine - July 2008

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.