TV on Your Cellphone Coming Soon to the U.S. and Europe

In Asia and much of the rest of the world, television has been available in streaming format to cell phones for some time.

In Europe and the U.S., however, it’s been a long time coming as networks claim it will overload their systems and as competing network standards have made it difficult to employ. Limited offerings from carriers such as Verizon and AT&T have had dubious popularity amongst users, but new technology and movements in the market are changing that.

Test trials are already underway in some areas of North America as providers work out the final details of the service offerings. In South Korea, says Samsung’s Hankil Yoon, “Our experience shows that people like watching TV on mobile phones, even on smaller screens. And they like watching it for free. It is only a matter of time before it goes global.”

Samsung already includes mobile-TV chips in its smart phones for the Asian markets is making a handset for Sprint in the United States. The free-to-air mobile TV availability in South Korea has been out for over five years and now about 56% of the country’s population watches it regularly from mobile devices. An additional 80 million people in China, Southeast Asia, India, Africa, and Latin America all watch mobile TV as well.

Earlier this year, Sprint and nine broadcasters in the Washington-Baltimore area began a four-month trial of mobile TV for various Samsung, LG, and Dell devices including netbooks, mobile phones and portable DVD players.

If that trial is successful, the devices may begin to go national by the end of the year.

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Media Buying For Mobile Devices

Recently adotas.com posted a news story anouncing that Yahoo had signed a deal with MobiTV. This deal could mean big things for media buying experts. It could be a way to target your indvidual direct response audience and customize your infomercial to reach a specific group of the population.

Yahoo has signed an advertising deal with MobiTV, a company that specializes in video content on mobile devices. Yahoo will serve as MobiTV™s primary network for advertising sales and distribution. MobiTV™s video service will be fully integrated with Yahoo™s recently launched Mobile Publisher Services.

As we progress, we will deploy additional features including next-generation interactivity, location-awareness and click-to-act – maximizing the currency this alliance offers brand advertisers, said Jack Hallahan, MobiTV™s VP of advertising in a statement.

Yahoo will begin integrating ads with MobiTV™s free and premium programming over the next few months. According to MobiTV, the company has generated more than a million subscribers since it launched in 1999.

With the addition of this latest client, Yahoo will be able to offer multiple media buys through its system that includes text banner and mobile video. The Mobile Publisher system lets mobile publishers display banner, video and in-game ads on their mobile sites and applications. Other partners at launch include web browser developer Opera and location-based mobile content network, go2.

adotas.com

Peter Koeppel is Founder and President of Koeppel Direct

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