MediaFLO aims to almost double market reach, expand content in 2009

MediaFLO USA has ambitions goals for the coming year, with plans to increase its reach to 108 markets from the present 62 and to add new content and channels, according to Bob Bradley, the QUALCOMM subsidiary’s senior director of content who spoke last week at the Mobile Marketing Forum in San Diego. The new offerings will use spectrum that will be cleared when U.S. analog TV goes dark in February 2009.

While overall subscriber growth has been disappointing for the mobile TV service, Bradley reported that the live events and temporary channels offering specialty content — like a Victoria's Secret channel with exclusive video from the lingerie company's recent fashion show — are exceptions to the rule.

For example, footage from the 2008 U.S. Open at Torrey Pines drew more than 100 percent more viewers for that event alone. MediaFLO also plans to debut original content in three new shows: “Guilt Free,” “Kissing” and “Self-Esteem.” As far as ad targeting and interactivity to attract advertising revenue, that check is still in the mail.

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