Will Local Content Be King?
TV viewers traditionally have wanted a mix of local and national content. Will mobile TV watchers want the same? Local broadcasters are considering the various options.
By Sue Marek
February 15, 2006
The national networks and programming channels have embraced mobile TV and many are dedicating staff to developing innovative programming options for mobile TV viewers. But so far most of the programming has been geared toward a national audience.
However, mobile TV is starting to catch the attention of local broadcast TV stations that are looking for a way to extend their content to their viewers via mobile phones. Similar to how local broadcast stations have Websites that carry their headline news and links to additional content, they also could have a mobile TV presence in their local markets so their viewers could watch programming on the go.
Of course, current mobile TV programming is streamed across the cellular network, which means that a subscriber in Denver sees the same content as a subscriber in New York. But some companies are offering technologies that make local content delivery possible and local broadcasters are intrigued by the opportunity.
WAP Delivery U-Turn Media, an interactive mobile media firm, is working with several local broadcasters to help them bring their content to mobile devices using a WAP link and streaming the video similar to a streaming video on the Web. The company just inked a deal with San Diego's KGTV Channel 10 News to help the station deliver its "10 News To Go" service to mobile phone subscribers.
"10 News To Go" is produced specifically for mobile phones and the station initially will offer it to viewers for no charge. U-Turn says the service is available via Cingular Wireless, Sprint Nextel, T-Mobile USA and Boost Mobile. U-Turn North America President Izzy Abbass says the company's VIZGO platform enables large quantities of content to be delivered and makes real-time updates possible. The technology works with all embedded media players that currently reside on handsets.
Abbass says local content will help drive mobile TV usage because consumers are very interested in local news. He adds that local broadcasters are in a good position to promote their content because they already are referring viewers to their Websites for additional news coverage.
But U-Turn Media isn't the only company wooing local broadcasters. Capital Broadcasting Company's New Media Division has launched News Over Wireless, a custom application and service that enables local broadcasters to deliver their content to mobile phones. The News Over Wireless application is compatible with Sprint Vision phones and Verizon Wireless Mobile 2.0 handsets. WRAL-TV in Raleigh, N.C., is using News Over Wireless to deliver news, traffic and weather to Sprint subscribers and the company is working with other local broadcasters including KCTV-5 in Kansas City and CBS-4 in Denver. Subscribers sign up via the local broadcaster's Website and if they are a Sprint subscriber with a compatible phone, an SMS is pushed to their handset with a link to the content. The monthly subscription fee for content from CBS-4 in Denver is $3.99 per month.
Sam Matheny, general manager of News Over Wireless, says the application makes sense for mobile subscribers because people tend to get their news from local broadcast networks rather than national news stations. "We are a great believer in the subscription model," Matheny says. "It provides a recurring revenue stream."
Operators are interested in local content even though most of their focus so far has been on inking deals with the major networks and big-name programmers. "It's on the radar," says Paul Reddick, vice president, business development and product innovation at Sprint Nextel. "We have done some experimenting and it makes sense."
Next Generation U-Turn and News Over Wireless provide a solution for local broadcasters that want to deliver their content to subscribers today, but proposed next-generation mobile TV solution providers also are exploring the local angle.
Qualcomm's MediaFLO USA division is working with local broadcasters. Of course, MediaFLO has an added incentive: The company needs to entice local broadcasters using UHF Channel 55 to move out of that channel so MediaFLO can build its network and broadcast content to mobile devices. In return for moving out of the channel 55, MediaFLO will help local broadcasters distribute their content to wireless subscribers. Rob Chandhok, vice president of engineering and market development for MediaFLO, says one advantage to MediaFLO is the network architecture allows it to devote some channels to local content and some to national content. For example, Chandhok envisions having two channels of local content and the other 18 devoted to national content. Chandhok adds that this is an advantage for MediaFLO because it means that operators don't need a separate transmission network for local channels.
The delivery of local content isn't limited to just those markets where MediaFLO is negotiating with the local broadcaster for access to Channel 55, however. Chandhok says that this capability will be available throughout the entire MediaFLO network.
Local content is definitely a possibility; the question is how many channels will be devoted to delivering it. Chandhok says it's too soon to say. "We believe that over time, as the mobile television marketplace matures, we will learn more about value of localized content and what offers the most value for subscribers," he says.
MediaFLO's U.S. competitor – Crown Castle's Modeo DVB-H network – hasn't announced any deals with local broadcasters. However, Bob Shallow, director, rich media, music and multimedia at Nokia, which is a member of the DTV Alliance, says that the DVB-H technology supports local channels.
Popular TV shows such as "Lost" and "CSI" may be getting the headlines when it comes to mobile TV delivery to mobile phones. But when consumers find out they can get local news and weather on their mobile devices, local content may become a more powerful force
