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Dec. 10, 2009

A study of more than 1,000 people from 18 to 59 years old conducted recently by the Open Mobile Video Coalition found that nearly 90 percent of all mobile device owners expressed interest in watching live TV news and weather programming on their MIDs (mobile Internet devices).

The overall appeal of mobile TV is particularly high among early adopters of new technology and adults between the ages of 18 and 29.

The study called smartphones a catalyst for the adoption of mobile television. "People who get them become more than device owners. They adopt a mobile lifestyle. Live mobile DTV fits very nicely into that mobile lifestyle," said Jaime Spencer, director Magid Media Labs, which conducted the study.

"As the number of smartphones increases, so will the demand for live mobile DTV," added Spencer.

The study's optimistic findings are contrary to the state of the mobile television market in the U.S., which has been hampered by slow uptake among consumers. The service, offered by Verizon Wireless, AT&T and FLO TV, has not ramped due to limited content and market availability.

Almost half of mobile device owners surveyed found the idea of watching live digital television on a mobile device "appealing."

"The overall mobile landscape is exploding, yet we don't see a clear leader in the mobile television space," added Spencer. "This is especially true for the local picture. We believe that broadcasters have the opportunity to own this platform locally, but they need to be aggressive and have content that will drive use."

Live programming, called critical to the overall mobile television mix in the study, is widely absent from FLO TV's content, with the notable exception of some sports coverage. Few local broadcasters have begun a mobile DTV service and there are only a small number of devices on the market with the ATSC receiver necessary to view mobile television.

The study also found that live TV programming is very essential to mobile television content as well. About 51.2 percent said they want live content versus about 17.9 percent who preferred a strictly on-demand model.

FLO TV's recently launched Personal Television device has been criticized for its low screen resolution and content listings.

Until yesterday, the service had just 10 channels. However, it did recently add ABC Mobile and Disney to its lineup.

A few more channels are also expected in the New Year.

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Source: The Open Mobile Video Coalition.