Today, three of the four major wireless operators already offer their own mobile TV services. These services include a mix of live TV as well as on-demand programming and specialized mobile-only content. MobiTV, which supplies the back-end for many of these mobile TV services, says a hybrid approach is needed to get operators on board.
And if there is nothing in it for them, there isn't an incentive for them to offer it. The MixTV business model combines free mobile DTV with a subscription based seven-day window of on-demand programming. The company is also showing off how a hybrid approach could allow broadcasters, mobile operators, and content providers more interactive and personal ways to advertise to consumers.
While MobiTV has grown its mobile TV viewership by at least percent in the last year, the number of people subscribing to such services is still relatively small.
At the end of , MobiTV had about 6 million subscribers. But analysts predict that mobile TV market could grow to 50 million users in the next few years. Johansson believes that a hybrid service that offers free local TV shows with premium cable programming, on-demand programming, and made for mobile content will grow the market the fastest. But the MixTV model combined with personalized and interactive advertising could accelerate adoption.
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