MoTV Mobile TV and Video Summit, April 15

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Mobile TV in the form of streaming and live TV content around the world is now taking off, but what about the US? We review the data from US and abroad about consumer adoption of Mobile TV and view results from early test markets in the US. We examine competing standards such as MediaFLO and DVB-H and their implications for broadcasters. What sort of programming works best? Can existing TV brands easily re-fit programming to this format, or does it require substantial new investment and discrete mobile-ready content? How important is mobile content and major-media brands to the mobile eco-system after all, especially when peer-to-peer communication, photo-swapping and mobile social-media seems more important to mobile users than formal content?

Hollywood is now competing head to head with user-generated media on the same platform. How will UGC media move more in the direction of polished mainstream media and how will major-media brands still leverage their wares on a one-to-one communications platform, where users prefer speaking to each other? We also discuss advertising on mobile and how brands are trying out different models. What are advertisers looking for in mobile entertainment? Will branded entertainment and product placement be as important here as they are on other platforms? Mobile has tremendous global potential, so how will multi-national brands manage their campaigns — perhaps even synchronize them — from region to region? If both media and consumer brands are extending themselves globally via mobile, then how can the two of them partner for more-effective use of the mobile medium as it penetrates new markets?