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Big Brother on the move in Australia
The Big Brother program proved to be a good fit for 3 Mobile, the only operator in Australia with a commercial 3G network, as a content and sponsorship opportunity.
October 07, 2005
When the live televised program is over, 3 Mobile customers can continue to watch the action on their mobiles.
The service provides around-the-clock live views from inside the Big Brother house (http://bigbrother.3mobile.com.au/). Customers also get access to additional content, such as: Big Brother video clip highlights, including clips from the "Uncut" program; real tones, music tracks and poly tones of the theme song; true tones from the housemates; wallpaper pictures, updated weekly; weekly live chat on the mobile with an evicted housemate; diary text updates from the house every 15 minutes; a daily text summary; and premium SMS voting to evict a housemate.
Customers can purchase a Big Brother pack for USD 3.80 per month and get unlimited use of all content, including Big Brother Live Cam TV. A "pay as you go" option is also available. For example, Big Brother Live
Cam TV is priced at USD 0.38 per two-minute segment. Video clips cost USD 0.38 each.
After six weeks, at the show's halfway point, 3 Mobile customers had watched more than 1 million streams of Big Brother Live Cam TV, with a combined duration of more than 10 years.
Annie Mackin, head of content for 3 Mobile, says the show is a good fit for the mobile video service on many levels. "Because Big Brother cameras are always rolling, there was a great opportunity to showcase 3 Mobile's ability to stream Live Cam TV and provide 'always-on' high-speed content," Mackin says. "The Big Brother program appeals to a large portion of our customer base and our broad target market, so it was a good fit for us as a content and sponsorship opportunity."
Interestingly enough, the highest usage of the service comes while subscribers are watching the show on television. "Our customers get the chance to see more than the regular television audience thanks to the 'always-on' nature of the cameras," Mackin says. "When the live televised program is over, 3 Mobile customers can continue to watch the action on their mobiles."
Ericsson was both the supplier and the integrator of the solution, which is built on the Ericsson Content Delivery System (ECDS).
Russell Reed, general manager of Sales and Business Development at Ericsson Australia's Hutchison customer unit, says Ericsson sees these services as being one of the real differentiators of 3G and providing real value for subscribers. "The interesting thing has been the huge success of the service," he says. "Through the course of the program we have had to expand the solution twice to manage capacity. It has been successful beyond initial expectations."
Mackin says Ericsson was chosen for the project for a second year because "integration was proven in 2004, so it was considered to be a reliable and trusted solution for 2005. Once again we found Ericsson solutions deliver a quality customer video experience. Ericsson was able to deliver a solution in a short time frame."
Read more about Ericsson´s Content Delivery System at: http://www.ericsson.com/products/hp/Ericsson_Content_Delivery_System_3_0_pos.shtml
