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Telephia to measure audiences for mobile TV

Telephia, a provider of performance measurement information to the mobile phone industry, announced it will begin detailed measurement of the attitudes and behaviors among the mobile TV audience.

The company said it will begin by tracking users of the current unicast-based services (e.g. the MobiTV-based offerings on Sprint and Cingular Wireless, and Verizon's V CAST service). It will later expand to include subscribers of multicast mobile TV networks when they launch in late 2006 and 2007.

Telephia said its research shows that more than 2 million or 1.4 percent of the U.S. wireless user base subscribed to a mobile video plan during the first quarter of 2006. The average U.S. mobile TV subscriber spends $40 a month more on wireless services than non-TV subscribers, the company said.

Telephia noted that the Hispanic and African-American demographic groups made up 23 and 19 percent of the mobile TV subscriber base in the U.S. during Q1 2006. This is approximately double the share these groups represent of the broader mobile user population.