Mobile digital video broadcast networks will soon be launched in Japan and South Korea. Consumers will be able to view news updates, sports highlights, music videos and pithy dramas called Mobisodes. But with the introduction of feature rich handsets, interactivity will become a regular element of mobile TV.
Per Nordlöf, responsible for Mobile TV strategy at Ericsson, says: "The market window has just opened. Mobile TV uses the streaming capabilities of 3G networks to provide video-on-demand and live TV services and these same networks will allow viewers to interact with programs. For operators and broadcasters, mobile TV is a long-term business strategy, but interactivity is a model they already understand and know as an immediate revenue generator. The introduction of interactivity to mobile TV will further spur the growth of mobile TV."
In Canada, Ericsson has helped G4techTV, a dedicated technology television channel, to launch Text2Screen interactive technology. Viewers can channel-chat in real time with other viewers using text messaging, or vote and shop during the program.
Per Sjöden, responsible for business development of Mobile TV solutions at Ericsson, says: "What you have today is SMS and MMS interactivity, and this is big business for operators and broadcasters. With interactive mobile TV, viewers will be able to interact even better with TV broadcasts (both regular 'big screen' TV and mobile TV) using the mobile phone as an interaction device."
Mobile TV can also be used to promote many other services and forms of interactivity, such as downloading ring tones and music related to programs, purchasing an advertised product or participating in programs.
Nordlöf says: "Content providers and operators are very interested in mobile TV because of its potential to create new revenues and increase the usage of already existing services. The interactive process takes place at the same time as the broadcast of the program and, with the right handsets, viewers can be prompted to participate while viewing. Broadcasters are saying, 'Hey, this is a completely new capability that we haven't thought about before.'"
At the recent Milia TV and broadcasting event in Cannes, France, Ericsson demonstrated interactive mobile TV to operators and broadcasters. Sjöden says: "We provide operators and the media industry with the technology for interaction and it is the media industry that finds creative uses for it. For example, viewers could decide which direction a story takes at key plot points by choosing among scenes, or they could send in questions during an interview that the host then asks, or even take part in instant polls on important issues. Broadcasters could send participation invitations at the appropriate moments directly to viewers' handsets."
Ericsson's demonstration in Cannes was the first step. Nordlöf expects broadcasters to ask Ericsson to take part in tests of content and believes this will spur further development of interactivity. "Our end-to-end solution is based on existing technology and can be up and running quickly. Interactive mobile TV can create a richer experience for viewers and become a significant revenue generator for broadcasters and operators."
