This TV will Travel with You
Consumers
worldwide are said to be showing interest in mobile access to local TV
broadcasts of the 2008 Beijing Games. This is revealed by Telegent
Systems, a company that makes television mobile with its single-chip
mobile TV solutions, from the results of a global survey conducted to
assess consumer interest in watching the 2008 Beijing Games on mobile
handsets. More consumers want to receive free, local broadcasts on their
handset.
Conducted
in nine countries, including China, Brazil, Germany, India, Mexico,
Russia, Thailand, the United Kingdom, and the United States, the survey
found the strongest interest in mobile access to Beijing games TV
broadcasts in emerging handset markets, with a preference for live news
and sports content rather than made-for-mobile clips.
Here are
the findings:
Preference for free, live content
Of consumers interested in mobile TV, 72% of consumers were very
likely or likely to watch mobile TV if they are able to receive free,
local broadcasts on their handset, compared to 40% who were receptive to
subscription services. Respondents preferred live, local broadcast
coverage to made-for-mobile clips, although approximately one-third
expressed interest in both. The most popular programs with viewers with
prior mobile TV experience were news at 60% and sports at 33%.
Emerging markets reported strongest interest in mobile access to Beijing
games
More than 80% of consumers in the emerging handset markets covered in
the survey were interested in watching mobile TV. Of those interested in
watching mobile TV, more than 80% of consumers in China, Thailand and
India were interested in watching the summer games on their handsets,
followed by Brazil at 77% and Mexico at 67%.
Summer
games interest increases number of expected viewing locations
Consumers interested in watching the Beijing games reported a wider
variety of expected use cases for mobile viewing than those not interested
in the summer sporting events. For both groups, watching mobile TV while
in a car, train, bus, or taxi as well as to fill time while waiting were
important use cases. Those interested in the games reported increased
interest in also watching mobile TV at home, during breaks at work, to
check in on news and sports scores while away from home, and to view 'unmissable
programs.' Use cases at home included the ability to watch TV when the
primary television was in use, without disturbing others, and to move
freely from room to room.
Prior
mobile TV experience increases number of expected viewing locations
Consumers with previous experience with mobile TV similarly reported a
wider variety of expected viewing circumstances than those without mobile
TV experience. For both groups, watching mobile TV while in a car, train,
bus, or taxi, to check in on news or sports scores, and to fill time while
waiting were important use cases. Those with mobile TV experience also
showed increased interest in use cases at home and during breaks at work.
The
global survey was conducted with more than 1,200 respondents by sample
solutions provider Survey Sampling International, says Telegent Systems.
Photo
courtesy: Telegent Systems
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