Tuesday, March 07, 2006

Conflicting Reports

Television industry news service Cynopsis is reporting this morning that "The potentially bad news is the result of a recent survey by RBC Capital Markets which asked 1000 people if they'd be interested in watching TV clips on their cell phones. 75% said no."

Last month I posted about an article that seems to contradict this:

A trial in Oxford, conducted by O2, has found that nearly 80% of people would subscribe to a mobile TV service. A similar trial from BT has shown that people would pay up to £8 a month for such a service.

According to their results, 36% of people used the service mainly at home, compared to 23% at work or university and 28% while on the move.



So why the apparent contradiction? I'll give you three reasons:

1. The Oxford study (which is, by the way, backed up by another study) was done in a market where there has been public awareness of broadband for more than ten years, and where video on cell phones doesn't seem quite so far off.

2. The Oxford study polled people who actually had the chance to take one home and try it - BIG difference.

3. It's the content, stupid. The Oxford study concerned service where you could watch whole television shows on your cell phone. Who do you know who would be interested in watching television clips at all? Much less on their cell phones.

I love HBO, but I'm going to pay to see the crap they put on other channels as advertisements? I don't think so.

Shows original to cell phones, or entire television programs on cell phones, have generally gotten a much better response.

1 Comments:

Blogger Jeff Marks said...

I think it's not about the "content" of content - It has to do with the way it is offered. If it's there and it's part of the cel phone service the person already has, and it looks sharp and streams like your watching an iPod, people will watch it!

9:59 AM  

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