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

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    Publication date
    2011
    Author
    Earnshaw, Rae A.
    Robison, David J.
    Al Sheik Salem, Omar F.A.
    Excell, Peter S.
    Keyword
    Interactive television; Mobile devices; Mobile content; Mobile TV; Digital advertising; Product placement
    Peer-Reviewed
    Yes
    
    Metadata
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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.
    URI
    http://hdl.handle.net/10454/7260
    Version
    No full-text available in the repository
    Citation
    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.
    Type
    Conference paper
    Collections
    Engineering and Digital Technology Publications

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