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The Norwegian Broadcasting Co
and mobile TV
NRK on Different Platforms
4
User friendly
5
User friendly
66
77
The only way to
control your
content
is to be the best
provider of it.
Rubenmann
Traffic increased tenfold on mobile
$81 on ebay
Peaked Facebook
Topped iTunes
Mobile Traffic Increased 20 Times
Video on paper
Personalized Mobile TV Advertising
World First
Unlimited Possibilities
Different
advertisements
Same content
experience
User: B
Sex: FemaleAge: 33
Region: Tromsø
Interest: Travel
User: A
Sex: MaleAge: 46
Region: Oslo
Interest: Cars
Moving Ticker Text
Advertising Banner
• Ads: TV sessions from 2.73 min to 6.51 mins
• Click through rate: 13%
• 80% male but longer session times for female
• Radio: Average listening times of 7-10 mins
• Peak time between 10am and 4pm
• 25% of users watched 10 times/month or more
• Feedback from surveys inside the client:
• ”Do you like NRK Mobile TV?” – 70% are positive
• ”Do you like Mobile TV ads?” – over 50% are very positive
Results
What now?
TV viewing increasing again.
After never really going downhill
0
50
100
150
200
250
1992
(25.0
5.9
2 -
31.1
2.9
2)
Ye
ar 1
993
Ye
ar 1
994
Ye
ar 1
995
Ye
ar 1
996
Ye
ar 1
997
Ye
ar 1
998
Ye
ar 1
999
Ye
ar 2
000
Ye
ar 2
001
Ye
ar 2
002
Ye
ar 2
003
Ye
ar 2
004
Ye
ar 2
005
Ye
ar 2
006
Ye
ar 2
007
jan
-au
g08
Viewing minutes per year
12+
3-11år
12-19år
20-29år
30-39år
40-49år
50-59år
60år+
Samarbeid
Marknadsføring er viktig
25
Marknadsføring er viktig
27
Mobile TV,
not
’mobile phone TV’
Marknadsføring er viktig
28
Sweden
DMB, 90% coverage DVB-H, 25-30% coverage
2-300 transmitters 3.000-11.000 transmitters
France
DMB, 95% coverage DVB-H, 25% coverage
€2 million per channel €8 million per channel
Marknadsføring er viktig
29
Wanted to mandate DVB-H in Europe…
Marknadsføring er viktig
31
Asks the market to decide.
Marknadsføring er viktig
33
”[The Council] invites the Commission to
1. acknowledge the importance of innovation, technology
neutrality and a market-led approach for the
successful, long-term deployment of Mobile TV broadcasting
services;
2. monitor the implementation of services and standards by
industry in the Member States and, if necessary and
appropriate, take steps to ensure the interoperability of
services and improve freedom of choice for users; […]”
The European Council,
Strengthening the Internal Market for Mobile TV
The market of TV is:
broadcasters
content owners
production companies
and most importantly, the users
Not only telecom operators.
