No-frills content to drive mobile TV
Missed your dose of daily tele soap? Try a capsule version minus the frills on your mobile.
By Vivek Sinha, TNN |
NEW DELHI: Missed your dose of daily television soap? Try a capsule version minus the frills and songs on your mobile. With the broadcasters and telecom operators bracing themselves for a full-fledged launch of mobile television in India, there are different formats of content which are going to be on the mobile subscribers’ platter. Emerging views on the Indian market suggest that abbreviated content and interactive platforms could be the main areas of opportunity in the mobile TV space.
While price and quality of the service would determine how mobile TV is able to go mass in the booming mobile market, nobody is doubting the potential that the market presents for both the broadcasters as content providers and for telecom operators.
Says Sameer Manchanda, joint MD at GBN, “Mobile TV would become an additional distribution channel for content providers other than cable and if backed with the right pricing model it has huge revenue potential.”
Adds, Don Price, director(networks) at Bharti Airtel, “We have been offering some content for the last year and half and are doing market research. But its early days for mobile TV in India and it would take at least one year to see how the market shapes up.” However, according to him if the international markets, where mobile TV has been launched is anything to go by, there are already few early pointers. For instance, streaming of full length movies may not be what the market is particularly inclined to spend on.
The real opportunity lies in content which consumers can experience on the go. This would include entertainment content in capsule form, interactive programmes like game shows as well as sports.Then there is the question of handsets. Given that the technology is in the evolving phase initially it would come as a premium service irrespective of the tariff to be charged by the operators. Pricing of handsets compatible with good quality streaming of content would be a factor which would determine the penetration rate of mobile TV in the country.
While price and quality of the service would determine how mobile TV is able to go mass in the booming mobile market, nobody is doubting the potential that the market presents for both the broadcasters as content providers and for telecom operators.
Says Sameer Manchanda, joint MD at GBN, “Mobile TV would become an additional distribution channel for content providers other than cable and if backed with the right pricing model it has huge revenue potential.”
Adds, Don Price, director(networks) at Bharti Airtel, “We have been offering some content for the last year and half and are doing market research. But its early days for mobile TV in India and it would take at least one year to see how the market shapes up.” However, according to him if the international markets, where mobile TV has been launched is anything to go by, there are already few early pointers. For instance, streaming of full length movies may not be what the market is particularly inclined to spend on.
The real opportunity lies in content which consumers can experience on the go. This would include entertainment content in capsule form, interactive programmes like game shows as well as sports.Then there is the question of handsets. Given that the technology is in the evolving phase initially it would come as a premium service irrespective of the tariff to be charged by the operators. Pricing of handsets compatible with good quality streaming of content would be a factor which would determine the penetration rate of mobile TV in the country.
Start a SIP with as low as ₹500 with ET Money App!
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
