However you skin the TV-on-your-mobile cat, we’ve mostly just got conjecture, speculation and theory to go on. So I was interested to read on BlackBeltJones that Nokia have given him a new piece of kit to play with for a month:
the s90-powered 7700 that won’t be getting a commercial release, but Nokia uses as an experimental platform for new services for mobile DVB-H digital TV broadcast…
His initial reaction has made him question his theoretical skepticism, despite being only able to watch Finnish TV. Apparently, they broadcast a lot in English 
He’s promised to keep us updated via his blog. Don’t forget now!
Speaking of mobile TV, New Media Zero carried this article by Doug Goodwin, who is business development director of Tao Group.
Anyway, Doug suggests that if you want to understand mobile content, you just have to look to the history of TV and all will be clear.
the two industries have similar characteristics: network operators, like broadcasters, are ‘pipelines’ for customers to experience content services. Mobile handsets, like TV sets, are the experience enabler. TV could prove to be a great role model for mobile as it becomes a fully grown entertainment experience.
He goes on in the same vein, pointing out some superficial similarities (programme makers can be sure that their work will be seen in the same way on different makes of TV set etc).
For me, this is like saying 100 years ago that the future direction of the car industry can be understood by looking at the horse and cart. After all, both normally have 4 wheels (except when they don’t) and need to be steered. Both can carry people and things around. And don’t forget both have genuine leather trimmings.
Yes, that may be so, but they’re fundamentally very different. As much as anything you just need to think how you might view mobile TV (short, sharp bursts) as opposed to the “real” immersive TV experience.
Doug’s main point (I think) is that when it comes to advertising, the
lesson from TV here is that consumers will accept advertising provided it comes hand-in-hand with desirable and targeted content.
Um…maybe. They also might accept it if it entertains them or genuinely adds value to their lives, for instance.
However, I don’t think that comparing TV with mobile content is especially helpful, unless the intention is to reassure people who might be scared of change.
Mobile is a totally new medium and needs to be treated as such. It’s a very dangerous game just to look at the similarities to what’s gone on before. After all, the past isn’t always a reliable guide to the future.
Russell
PS Image is from the cult film classic Black Belt Jones, not the cult blog classic
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