01.22.2007 08:00 AM
Viewers missing from mobile TV equation
As CBS research guru David Poltrack sees it, the only thing holding up mobile television is a lack of interested viewers.
At the recent NATPE Mobile Conference in Las Vegas, Poltrack noted that 20 percent of all mobile users now have video-enabled cell phones, but less than 10 percent of that group have actually used the video functions.
Poltrack suggested two things that could jumpstart users to mobile content: short-form creative content related to existing programming — not just YouTube home movies — and local content such as the news and weather.