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/ 02.02.2010 2:35PM
Mobile DTV Usage to be Measured
WASHINGTON: The
Open Mobile Video Coalition said today it formed alliance with Harris
Interactive and Rentrak to measure mobile DTV consumption. The triad will study
consumer usage habits during the OMVC’s Washington, D.C. launch of the service in
which eight local TV stations will transmit up to 20 free channels of programming
to specially equipped netbooks, cell phones, accessory Wi-Fi receivers, and
portable DVD players.
OMVC said it would evaluate “quantitative and qualitative usage for each of the
selected device platforms.” The intention is to get more information on early
adoption, use of pay services, interactive options and other usage habits. The
research will be carried out this spring and summer.
“One of the key advantages of Mobile DTV is the built-in ability to measure
viewer activity, giving broadcasters a much better picture of what consumers
are actually watching, when they watch, and where,” said Brandon Burgess, OMVC
president and ION Media Networks chairman and CEO. “We’ve selected Harris
Interactive and Rentrak to perform this important service with devices that
have a return channel, and we anticipate that this window into consumer
behavior will help us deliver more relevant information and entertainment to
viewers.”
Washington area stations participating in this OMVC Consumer Showcase include WDCA-DT
(Fox Television Stations); WUSA-DT (Gannett Broadcasting); WPXW-DT (ION Media
Networks); WRC-DT (NBC Universal); WHUT-DT (Howard University/PBS); WNVC-DT
(MHz Networks); WNUV-DT (Sinclair Broadcast Group); and WFDC-DT (Univision
Communications). The OMVC says than 30 TV stations around the country are transmitting
mobile DTV signals.
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