The Open Mobile Video Coalition, a mobile TV trade group of mainly local TV stations, is teaming with market research firm Harris Interactive and Rentrak, which measures multi-screen media viewing, to measure consumer viewing habits with mobile TV.
They will conduct tests in Washington, DC, that allows viewers to watch up to 20 channels of free mobile TV from eight local stations.
During the test, viewers will be able to use netbook computers, cell phones, accessory Wi-Fi receivers and portable DVD players that have been equipped with the new Mobile DTV receiving circuitry.
They will be able to watch the multiple channels that local TV broadcasters now offer plus emergency channels.
About 30 local TV stations in the States are currently broadcasting in the Mobile DTV standard, but the industry hopes the numbers will "mushroom" in 2010.
Participating DC stations include affiliates of:
- Fox Television
- Gannett Broadcasting
- ION Media Networks
- NBC Universal
- PBS/Howard University
- MHz Networks
- Sinclair Broadcast Group
- Univision Communications
The goal of the test is to understand factors that may motivate greater usage of Mobile DTV, early adoption, propensity to tolerate pay services, interactive services and usage patterns. The test also aims to shed more light on the core qualitative aspects of the user experience from pre-adoption to post-usage insights.
"One of the key advantages of Mobile DTV is the built-in ability to measure viewer activity, giving broadcasters a much better picture of what consumers are actually watching, when they watch, and where," said Brandon Burgess, OMVC president and ION Media Networks chairman and CEO. |
