8/6/2008 12:46:00 PM
Lack of interest for BBC’s 12-month trial of mobile TV
The BBC’s 12-month trial of mobile TV over 3G has revealed a lack of appetite for the service.
The average daily reach of BBC channels on mobile peaked at 580 in June, and those that watched the service did so for only 13 minutes per month.
Even with such low viewing levels the BBC channels constituted half of T-Mobile’s and a quarter of Orange’s mobile TV usage.
Regardless of the lack of consumer interest, the BBC is proposing to resume 3G broadcasts, and wants mobile to become a permanent distribution channel for its content alongside TV and online. One problem for the broadcaster to overcome, however, is pricing. The BBC’s charter dictates that its services should be free, but operators normally charge between £3 and £10 for mobile TV packages.