Carolyn Schuk /
05.05.2009 02:19 PM
MobiTV mixes up broadcast, unicast mobile TV

Like a politician, MobiTV is a master of the art of the possible. In the ATSC Mobile TV Pavilion at NAB, MobiTV showed its new MixTV, which adds broadcast mobile TV to its unicast subscription mobile TV service — the best of both worlds according to Cedric Fernandes, MobiTV VP of technology, who talks about it here.

What’s so special about hybrid TV over broadcast TV is its responsiveness to user-driven habits. “Users expect a very personalized experience,” Fernandes said.

From the user perspective, for example, MixTV can use recommendations to create detailed personalization. “For instance, with broadcast TV, even with cable and satellite, viewers spend a lot of time browsing through channel guides and sometimes not ever finding content that’s there. With hybrid, we can use VOD to customize channel guides to focus on viewer-specific preferences. The viewer gets to spend less time browsing and more time viewing content. We can also generate customer preference and usage-based music channel feed playlists on the fly, something broadcast just can’t do.”

To read more about MobiTV's hybrid approach, download MobiTV's white paper “ATSC-M/H: The Promise of Free to Air Mobile Simulcast.”

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