MOBILE TV – THE INTIMATE

TRANSFORMATION OF TELEVISION INTO

NA ENHANCED END-USER ON THE GO

EXPERIENCE – CURRENT STATE OF THE

ART

Pato, Luís Miguel

LabCom – UBI – Covilhã

ESE – Coimbra

SUMMARY

1 – Audience

2 – Mobile Phone as Device

3 – Mobile TV

4 – Theory

AUDIENCE SPECS

1 – Prosumers (Toffler, 1995)

2 – Egocasters (Rosen 2004)

3 – Digital Natives (Prensky 2001)

4 – Digital Immigrantes (ibid., 2001)

MOBILE AUDIENCE SPECS

1 – Mobile Generation ( 18 – 24 years of age)

2 – Telefanatic (18 – 34 years of age)

3 – Usefull parents (parents that are between18 & 34 years ofages)

4 – Smart Connected (25 – 44 parents and active workers)

5 – Thumb Culture (Mobile Phones are a mirage)

6 – Silver disbeliever (senior citizens)

MOBILE AS THE SEVENTH MASS MEDIA (Ahonen, T -2008)

1 – Print (Books, Pamphlets, Newspapers, Magazines); 15th Century

2 – Recordings (Gramaphone, Records, Magnetic Tapes, Cassettes, CDs VHS, DVD’s); 19th Century

3 – Cinema; 19th Century

4 – Radio; 19th Century

5 – Television; 1950’s

6 – Internet; 1990’s

7 – Mobile Phones; 2000

MOBILE SPECS

Mega Portals – iPortals; BROADCASTED CONTENT –

DIRECTED CONTENT; Equitity in Handset Technology;

HORIZONTAL AND VERTICAL OPTIONS; NETWORK

SHIFTS; Engaging Experiences are desired; NO MORE

GENERIC BROWSING; Ubiquitous Computing;

FASHIONABLE; Converging and creating old and new

media consumption and broadcasting apps!

The very nature of the telephone, as all electric media, is to compress and unify that which had previously been divided and specialized.

McLuhan, M.

BroadcastMediaTV/Radio

Data Functions

Internet & Classical Phone

Specs

Communication Channels

E-Mail/Speech

CONVERGENCE

ElectronicMass Media

Specs

TV

mTV

MOBILE TV (mTV) SPECS

- Liquidity (Bria, et al., 2007);

- Interactive;

- Enhanced;

- Flexible, Pedestrian;

- Possibility of Personalization;

- Context Awareness (O’Hara, et al., 2007; Carlsson, 2007;Marcus, 2010)

- Snackable (Palmer, 2008)

- Attachable (Ling, et al., 2004)

What is the current offer of mTV?

RTP Broadcast RTP mTV

SIC Broadcast SIC mTV

CURRENT TYPES OF mTV (Orgad, 2009)

1 - TV IN YOUR POCKET.

2 – TV ANYTIME, ANYWHERE

3 – TV ON THE GO

4 – ENHANCED TV

Emergency TV (Ahonen, 2008)

.

THEORETICAL PROBLEMS

mTV Studies are mere technological reports

Early addopter specs are neglected.

Identity problem

MOBILE SPECS

Mega Portals – iPortals; BROADCASTED CONTENT –

DIRECTED CONTENT; Equitity in Handset Technology;

HORIZONTAL AND VERTICAL OPTIONS; NETWORK

SHIFTS; Engaging Experiences are desired; NO MORE

GENERIC BROWSING; Ubiquitous Computing;

Converging and creating old and new media

consumption and broadcasting apps!

THEORETICAL FRAMEWORK

Uses and Gratifications ( Katz, et. al., 1973)

(What people do with their media)

Domestication Theory (Haddon, 2001)

(Bring things for unknown terfs and apply them to daily life)

Motivational Theory (McQuail et. al., 2000)

(What motivates media consumption?)

MTV RESULTS OF A MIX BETWEEN MASS AND INTERPERSONAL COMMUNICATION

UG applied to Interpersonal Communication (Auter, 2007) Gratifications

Pleasure; Affection; Inclusion; Escape; Relaxation; Control.

UG applied to Mobile Phones (Wei, Leung, 2000)

Mobility; Immediacy; Surveillence.

TV (Rubin, 1981)

Passtime; Information search; Entertainment; Companionship; Escape.

Non – tangible issues overcome mechanic the mechanic

wonders…

CONCLUSION

Understanding the expectancies and satisfaction levels of

early addopters is fundamental to give mTV a new identity.

MOBILE TV – THE INTIMATE

TRANSFORMATION OF TELEVISION INTO

NA ENHANCED END-USER ON THE GO

EXPERIENCE – CURRENT STATE OF THE

ART

Pato, Luís Miguel

LabCom – UBI – Covilhã

ESE – Coimbra

Thanks!