Implementation of Mobile Television Environments with New Forms of Content and Commercial Advertising
Earnshaw, Rae A. Robison, David J. Al Sheik Salem, Omar F.A. Excell, Peter S.
Earnshaw, Rae A.
Robison, David J.
Al Sheik Salem, Omar F.A.
Excell, Peter S.
Publication Date
2011
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Abstract
Mobile television environments offer the potential for the repurposing of media content and services, and
also the introduction of new forms of commercial advertising which are more accurately targeted
towards a user’s profile, as per an advertiser’s requirements. This modality can include non-commercial
information provision. The Google model for linking search terms and keywords to advertisements
demonstrates that ‘intelligent’, context-aware, targeted advertisements are more responsive to user
profiles. Advertiser practices such as product placement need re-examination in this context. Prototype
mobile TV interfaces, as alternatives to the well-established TV model of viewing content, are presented,
in order to evaluate the relationship between television content and mobile devices and to understand the
key factors determining possible directions, for the future of mobile television. Changes need to be made
to content display, interaction paradigms and device parameters, as social and cultural expectations are
re-negotiated.
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Earnshaw RA, Robison DJ, Alsheiksalem O and Excell PS (2011) Implementation of Mobile Television Environments with New Forms of Content and Commercial Advertising. In: Proceedings of the Fourth International Conference on Internet Technologies and Applications by Picking R (Ed) 6-9 Sep 2011, Glyndwr University, Wrexham, UK.
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Conference paper