Mobile TV Trial Success in Australia

Final results from the Sydney Mobile TV trial of 16 television services to mobile handsets, have revealed a high level of consumer interest in a commercial Mobile TV service in Australia reflected by a significant majority of trial participants expressing an interest in subscribing for such a commercial service. 80% of trialists liked the ability to watch TV anytime, anywhere - particularly when waiting, travelling, at home or commuting. Total TV viewing increased during week days as a result of the movemedia service, particularly in the mornings and at lunchtime.

Peak viewing times varied with traditional TV, peaking in the mornings, lunch and evenings, with an afternoon peak on Sundays.

The trial was conducted with 375 trialists by partners Broadcast Australia Group and Telstra. It offered 10 Foxtel channels (Channel V, E!, Fox Football, Fox Sports News, Nickelodeon, Sky News, Sky News Business, The History Channel, The Lifestyle Channel and The Weather Channel), along with ABC2, SBS, Channel Nine, CNN, Sky Racing and Boomerang.

Australian usage behaviour showed very similar results to those obtained from overseas market research. The trialists representing a wide range of demographics chose to access TV on their Telstra mobiles for an average of 25 minutes per viewing session, with 1 to 2 sessions per day.

The more intensive users were non-Pay TV subscribers and commuters. Sports channels were the most popular among viewers during their lunch breaks and Sport was also popular on Saturday evenings.

Viewers could choose from a wide selection of content. Overall the most popular content was general entertainment, news and documentaries. The content provided met trialist expectations though in the future trialists also said they would like to be able download and record programmes to watch later.

The service is being transmitted on channel 29 From BA's Gore Hill facility using DVB-H (digital video broadcasting - handheld) technology. Trialists received the service via a Nokia 7710 mobile 'phone handset, turning it into a portable television. The special handset receives 16 broadcast video streams while the telephone utilises the Telstra GSM and GPRS mobile networks."

Posted to the site on 30th June 2006