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SUMMARY
As TV-related messaging becomes the key TV interaction tool, this informative Baskervilleexecutive briefing supplies a timely overview of the challenges and opportunities in the evolving sector of TV messaging. SMS to MMS TV-Messaging provides an up-to-date overview on the status of SMS and MMS-TV, including - Interactive TV - an introduction: gain a clear overview of the reasons behind the desirability of TV-messaging and the barriers to its wider spread amongst broadcasters
- SMS-to-TV - understand the different roles of SMS voting, chat and communities and competitions in driving audience participation and analyse how operator revenue shares are affecting broadcasters
- MMS-to-TV - analyse the reasons that make MMS a better proposition for broadcasters than SMS
- The mobile delivery channel - assess the relative status of the markets for SMS and MMS alerts, and the performance of ringtones, logos and graphics
- Technology: SMS-TV platforms - evaluate the advantages and disadvantages of the various SMS-TV platforms available
- Market opportunities - identify new markets with untapped opportunities and understand how Internet literacy can aid the take up of mobile content.
SMS to MMS TV-Messagingalso contains 2 invaluable case studies detailing NRK and FremantleMedia's usage of TV-messaging and their successes and failures. These unique case studies will enable you to learn how NRK became the first broadcaster to use mobile messaging on TV, and understand the challenges encountered by FremantleMedia upon introducing the US to SMS voting. SMS to MMS TV-Messaging addresses key issues including: - Ratings: what makes mobile messaging a key TV interaction tool?
- SMS: What are the main hurdles that need to be overcome in order for messaging-TV to become a widespread phenomenon? What could operators do to encourage this?
- Voting: what is the status of TV?messaging voting and what are the reasons for this?
- TV-production: at what stages of production is mobile messaging being used?
- MMS: what are the opportunities for MMS-to-TV and MMS content from TV?
TABLE OF CONTENTS
Introduction- The TV messaging value chain
- Interactive TV
- Interactivity becomes more integrated
- Not all formats are suitable
- SMS-to-TV
- SMS voting
- SMS polling
- Chat and communities
- Competitions
- Games
- TV commerce
- MMS
- The mobile delivery channel
- SMS Alerts
- Ringtones, logos, graphics and icons
- MMS Alerts
- Soap operas
- Technology: SMS-TV platforms
- Market limitations
- Revenue sharing
- Common shortcodes
- Market opportunities
- Case study: NRK
- Case study: FremantleMedia
- Outlook
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