MCV Dials Up Its Mobile TV Brand: Dyle

The Mobile Content Venture (MCV) today unveiled its consumer brand – Dyle – logo and website (www.dyle.tv). MCV is a joint venture dedicated to facilitating, on behalf of 12 major broadcast groups, a national mobile content service that delivers live television to mobile devices.

MCV describes Dyle as representing “a fun and entertaining brand personality – it’s not only memorable but also a ‘wink’ to retro.” MCV will use the Dyle brand to certify that a device is capable of receiving and decrypting live mobile broadcast TV signals. The name and logo are a significant part of MCV’s strategy to drive awareness of and educate consumers about live mobile TV, the group said.

“When a consumer sees the Dyle logo on a box, they will know that the device has the technology required for live mobile TV, on-the-go, wherever they are,” said Salil Dalvi and Erik Moreno, co-GMs of MCV. “TV station owners can be confident that a Dyle-enabled device offers users the best possible live mobile TV experience,” they added.

In April, MCV announced it expects to have member stations up and running in 32 markets covering 50% of the U.S. population.  Markets include New York, Los Angeles, Chicago, Philadelphia, San Francisco, Dallas, Washington, Atlanta, Houston, Detroit, Tampa, Phoenix, Minneapolis, Orlando, Portland, Cincinnati, Greenville, West Palm Beach, Birmingham, Knoxville, Miami, Las Vegas, Denver, St. Louis, Cleveland, Charlotte, Seattle, Raleigh, Kansas City, Columbus, Tulsa and Montgomery.

Participating station groups include Gannett, Media General, Bahakel, Belo, Raycom, Scripps, Post Newsweek, Meredith, Hearst, Cox, Fox, NBC, Ion and Telemundo.