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Advertiser-funded Content Favoured for Mobile TV

Interest in mobile TV remains very low, with just 1 per cent of those surveyed using it in the past 12 months, and only 3 per cent saying they were likely to try it in the next year, according to Continental Research's Autumn 2007 Mobile Report.

Mobile phone owners were asked whether they would prefer to have an ad-free package that required a relatively high subscription fee for TV service, or have a free service that would have a considerable amount of advertising within the programming, or somewhere in between. More than half (53 per cent) express no preference, reinforcing the view that mobile TV is currently of relatively low interest. The most popular choice was a completely free option, favoured by more than a quarter (27 per cent) of respondents.

The full report also covers mobile spend, mobile features, WAP, playing MP3s, switching networks, satisfaction and payment type.