The Moblile 500 Alliance, with Fisher Communications and Hubbard Broadcasting, is distributing 750 receivers in each market for use with iPhones and iPads. Nielsen and Rentrak will evaluate the launch data and Lincoln and Chrysler are the inaugural advertisers.
Mobile DTV Launching In Seattle, Minneapolis
The Mobile500 Alliance, with Fisher Communications and Hubbard Broadcasting, announced the soft consumer launch of its mobile digital television service, called MyDTV, in Seattle and Minneapolis (DMAs 12 and 15, respectively).
The launch group is distributing 750 receivers in each market for use with iPhones and iPads. Once the receiver is attached and the consumer downloads the free MyDTV application, the device is fully enabled. Upon initial launch of the app there is a short, one-time-only registration. The purpose of the registration is to qualify the device owner so that audience measurement data will be delivered in the same fashion as is currently reported for television. The Mobile500 Alliance is working with both Nielsen and Rentrak to evaluate the launch data.
The MyDTV app features several enhancements that will improve the viewing experience: closed captioning, an electronic program guide, built in social media to enhance engagement and sharing as well as an optional live record feature. The live record feature is one that consumers have said is a necessary feature to complement on-the-go viewing.
In conjunction with Accelerated Media, a provider of advanced advertising and interactive TV solutions for major brands and agencies, several advertisers have agreed to run advertising campaigns during the soft consumer launch in Seattle and Minneapolis. The advertising is served two ways: between channel changes and with banner ads. The Lincoln Motor Co. and Chrysler/Jeep will be the first advertisers to reach consumers through mobile digital television.
The companies said the ability to effectively send the broadcast signal simultaneously to multiple viewers without using the often-taxed cellular bandwidth “is a good value for consumers. The current delivery of streaming video to cell phones over cellular networks is not free to the end user, and it does not take long to exhaust data plan allowances. Cellular bandwidth limitations also often inhibit the ability for large groups to simultaneously stream.
“With this solution, for example, while attending a live event, multiple viewers will be able to watch the event live and on television concurrently. Broadcasters have the most efficient standard to deliver video to many people at the same time, ‘one to many.’ This leaves the cellular bandwidth open for talking, data, texting, and searching.”
The Mobile500 Alliance will conduct a live demo of its MyDTV application at the Consumer Electronics Show in Las Vegas (Jan. 9-11), in booth 14340 in the Mobile TV TechZone in the Central Hall. The demonstration will include the enhanced features and new devices.
To develop this product, the Alliance worked with Elgato, Expway and Broadcast Interactive Media. The Alliance is made up of more than 400 television stations from around the nation, all with the common goal of bringing broadcast television to consumers on their mobile devices.