Implementation of Mobile Television Environments with New Forms of Content and Commercial Advertising

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.