Testing times for mobile TV
Jeremy Pounder
This year was forecast by some in media circles to be the year mobile TV would come of age. In practice, progress has been tortuous and held back by a combination of technological barriers and lukewarm consumer demand. Our research and trials indicate that as consumer readiness to pay for mobile TV services appears limited, there is likely to be an important role for an ad-funded model.
From an advertiser perspective the medium has great potential, but will ultimately thrive only if a critical mass of users can be built. We think that...