O2 Mobile TV Trial Hailed a Success
Filed in archive Mobile Society by tom on January 17, 2006
Some 80% of people would subscribe to a mobile TV service, according to a trial of almost 400 users with specially adapted handsets, conducted in Oxford, UK, by mobile operator O2.Unsurprisingly, peak viewing time (36% used it primarily at home, while 28% used it while out and about) was during the morning and afternoon commuting
Participants in the trial, which has run in partnership with Arqiva, a broadcasting company, had access to 16 TV channels, including the BBC, Channel 4, Five and ITV. Viewers were found to be watching an average of three hours of mobile TV each week, with peak demand during the morning and evening commute periods and increased viewing during lunchtime hours.
O2 said 76% of participants indicated they would take up mobile TV services within the next year, while 83% confirmed satisfaction with their current service while around 33% expressed interest in bespoke mobile TV programming. The operator said 36% of respondents were people who used the service mostly at home, in comparison to 28% using the service while on the move and 23% using it at university or work.
hours.Of course, not everyone is convinced, with Carlo Longini latching on to the percentage of people who used the mobile TV service at home, and also noted that [n]early a third of people in the trial only get the countryÂ's 5 analog channels at home, so it would follow that offering them several new channels on the mobile could lead to an increase in viewing.At the same time, Russel Buckley contends that the natural marriage is between radio and mobile, not TV and mobile - as you can listen to a radio more often and doing more things than you can a TV.
The trial in Oxford will continue through the summer.
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