OMVC: Public Eager For Mobile TV

A survey commissioned by the Open Mobile Video Coalition finds that nearly nine out of 10 respondents say they are interested in watching live news and weather programming while on-the-go, with the appeal particularly high among young adult Millennials (ages 18-29).
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TVNewsCheck,

Nearly half of U.S. consumers are ready to watch live broadcast TV via a mobile device, according to a survey of 1,000 consumers by Magid Media Labs on behalf of the Open Mobile Video Coalition.

When asked what live video they want to see, nearly nine out of 10 respondents say they are interested in watching live news and weather programming while on-the-go.

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The appeal is particularly high among young adult Millennials (ages 18-29), who will be among the early Mobile DTV adopters, the survey says. These Millennial respondents find Mobile DTV appealing generally, and their interest in mobile local news is double their current daily viewership on conventional TV sets.

OMVC, a group comprising the nation's leading broadcasters and dedicated to promoting mobile DTV, commissioned the survey to gauge interest in the service. Mobile DTV uses a small portion of TV stations' digital channel and can deliver full-mobile video to specially equipped mobile devices, even in moving cars.

"The results of this new national survey may surprise some, but not local broadcasters," said Ion Media Network CEO Brandon Burgess, who also serves as president of the OMVC.

"Online adults say that live broadcast TV programming is crucial, with more than half the respondents saying they want access to live, local broadcasts," he said. "And nearly half of those surveyed also say they are interested in buying a new portable device with the capability to receive Mobile DTV from over-the-air local stations."

Other key findings of the survey:

  • Mobile devices make for mobile consumption, as respondents said they would watch DTV outside the home, including at work and while commuting. More than three-quarters (78%) of respondents said they would be most likely to watch live Mobile DTV on a laptop, netbook, cell phone or smartphone.
  • Among those with children in the household, 31percent would give the mobile device to their child to watch in the car.
  • Live programming is critical in overall mobile DTV mix, with 51 percent saying that they want it to be part of the experience, compared to just 18 percent that prefer a strictly on-demand model.
  • Advertising acceptance is high, with 49 percent saying they would watch commercials on their mobile device.
  • Interest in paying for premium content is also strong, with more than one-third (36 percent) of respondents expressing interest in recent movies, premium sporting events, and other programming on a subscription or pay-per-view basis.

Jaime Spencer, director of Magid Media Labs, said the Mobile DTV survey reinforced existing research conclusions about the robust appetite of Millennials for local news and information and noted the ongoing popularity of laptop and netbook use.

"The laptop has become a personal living tool for all generations. There is really nothing it can't do when it comes to media and communicating. As it continues to be a more important element of our lives, in only makes sense that consumers will wants to use it and other mobile devices to watch live over-the-air DTV and Mobile DTV. It delivers a great combination of mobility, convenience, and a quality video experience," said Spencer.

Some 30 OMVC member stations have already begun introducing Mobile DTV to their viewers. The Mobile DTV standard was approved in October by the Advanced Television Systems Committee (ATSC), and the OMVC has been working with major consumer electronics manufacturers to develop a wide range of mobile devices suitable for hosting Mobile DTV -- including laptops, netbooks, cell phones, PDAs, portable DVD players and in-car viewing systems.

In the coming year the OMVC will conduct an extended consumer test of local Mobile DTV functionality, interest and usage in the Washington market, with seven area TV stations participating.

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Comments (13) -

LincolnDuncan Nickname posted over 2 years ago
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That's pretty neat.
Diane Streett posted over 2 years ago
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If they were hungry for it, they could have purchased FLO TV in most major cities but they haven't done so, in droves.
PSIPthing Nickname posted over 2 years ago
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really? just how do you watch "live local news" on FLO? Note the "advertiser supported" part and "premium sports content" Any of the latter on FLO? any local advertising?
RustbeltAlumnus2 Nickname posted over 2 years ago
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Buyer intent is not buyer behavior, I agree, Diane. This is a big PR push by the NAB to justify keeping the spectrum. Too little R&D and too late, I say.
PSIPthing Nickname posted over 2 years ago
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With the Edsel in mind (raves in the market research), I think this is a good start. I do thing that continuous live local news is a bit of a budget-buster, but Millenials are the target market. NAB doesn't need to justify keeping the spectrum; Congress isn't that stupid, despite Blair Levin's intent. (He's best remembered for dithering with Reed Hundt for two years to permit "low resolution" [below SDTV] video formats. How did that work out? Seems to me that 416x240 of M/H is the only 'success' he can point to. M/H is just the first exploitation of DTV, aside from the conversion of analog to digital. Call that the "table stakes."
PhillyPhlash Nickname posted over 2 years ago
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Why wait for mobile? One higher-end chain store (Kohl's) is running a promotion for one of those seven-inch battery-powered digital portable sets, $69.95 after a $20 rebate. Sure, viewers have to stand still or sit "immobile" to watch... but these hand-held sets will whet the public's appetite for true mobile, while providing a novel experience that cable or satellite CANNOT match -- TV at the picnic, at the beach, etc. (just the way it USED to be). And better picture quality than the mobile standard, which degrades ATSC. Everything old is new again. If these sets get below $50, there will be a rush to buy. The industry would be wise to subsidize promotions for these 7-inchers.
PSIPthing Nickname posted over 2 years ago
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how about because "mobile" means "moving" as in you can watch while "moving." Portable means "you can easily move from place to place and use in those places." And, M/H will mean that you can not only watch while moving, but you won't need to carry around a phone and a portable tv. Come to think of it, I can find much more interesting things to view at the beach than tv. Perhaps the choices of beach and picnic viewing is limited in Philly, but flashing is sometimes on the menu hereabouts.
BBandEvywheuh Nickname posted over 2 years ago
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Digital TV has been around for how long, six months or so and posters (maybe wireless carrier shills) are saying "too litlle, too late". Obviously, FLO TV hasn't done as well as they should have but that doesn't mean that there is anything wrong with mobile TV. All it means is that a marketing approach that works hasn't been implemented. FLO TV will succeed when it is offered at a lower entry price, with additional charges for content that resonates with customers. Regardless of FLO TV, mobile video will be a huge success, long term. It takes one mobile TV group realizing the "magic elixir" for mobile video to take off. Why does it seem that a number of those posting comments appear to be both ill-informed and ill-advised in their positions...almost makes one think that they are out there trying to kill off all of us broadcasting dinosaurs.
PhillyPhlash Nickname posted over 2 years ago
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It appears that TV industry web sites are blog-spammed by paid operatives of the broadband-cable cabal, who have allies in certain authoritarian government agencies that seek to manipulate mass media. Their "directed messaging" is so obvious, however, that their psy op falls flat and only serves to confirm the wisdom of the policies they so clumsily oppose. My 2¢.
PSIPthing Nickname posted over 2 years ago
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more confusion from phylly. Flo costs $15 per month, $9 if you get it directly from Flo. They've yet to report a dollar of revenue, and are laying people off. Free works, and having local content is quite different than trying to "watch" Rachel Maddow while at the beach. I agree that mobile tv has great long term potential, And, to respond to one of the comments below, the car installations are all in the back seat. I guess that it's easier to watch tv on a mobile phone than to text, but neither is "life affirming."
mrbimos Nickname posted over 2 years ago
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Can't wait for the first massive car wreck caused by TV viewing behind the wheel....Video at 11pm.
HearTVInCars Nickname posted over 2 years ago
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Of course, "DRIVERS DON'T WATCH"© will be a mantra worthy of repetition by all purveyors of Mobile DTV. However, there were popular solutions in the analog age that provided drivers of motor vehicles with free, real-time OTA TV audio from local stations. There will be new ones going forward that will also help grease the wheels for all the exciting Mobile DTV alternatives to come.
Pedro D Rodriguez posted over 2 years ago
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I have seen new ATSC portables that do fine at 45 or 50 mph . With more r/d from chip manufactures we will see these numbers go up on mobile reception. And best of all...we don't have to pay for that service.

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