Hong Kong – A cross-industry Mobile TV CXO Summit organised by CASBAA with the Mobile Entertainment Forum (MEF) highlighted the challenges before the successful long-term deployment of economically viable mobile TV platforms in multiple Asian markets. Mobile TV remains an under exploited sector with stakeholders still exploring ways of revenue generation and subsequent revenue sharing. Successful examples of monetizing content were identified as content licensing to handset manufacturers and VOD content for operators, in particular movies. Discussions also focused on standard measurement tools necessary for mobile TV advertising. “The industry needs to build a common currency comparative to television and online media,” was one conclusion. “The opportunities offered by mobile TV are fast evolving, and the mobile services sector continues with its own remarkable growth pattern. Given a base assumption that for every household with a cable/satellite connection there are at least two mobile phone subscribers (the minimum in India and higher elsewhere) the opportunity remains enormous,” said Marcel Fenez, chairman of CASBAA.
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