Mobile TV Broadcasting

发布时间：2007.10.29

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内容介绍

Although many homes are already steeped in high-tech, there are pockets of archaic
technology in our daily lives that have not changed much since our parents’ days. One such
activity is TV watching. Although the hardware has evolved greatly with ever larger screens and
cinema-like sound quality, and the choice of channels has multiplied several hundred times,
the actual activity of TV-watching itself is enjoyed in pretty much the same way as it was in its
very early days: with a group of persons seated in comfortable furniture with choice
high-calorie snacks at hand, passively consuming mass-produced and -distributed video
contents.
This way of experiencing media is far from the expectations of young consumers who demand
interactive, creative and personal experiences, making TV in its traditional form an outmoded
phenomenon with a slowly but irrevocably aging user base.
The expression “mobile TV” often refers to any audiovisual content watched on a portable
device, but handy TVs have been available for decades and never been any great success.
What makes it different this time is that one of the devices in which the TV tuner can be
embedded is the mobile phone, which unlike all other portable devices distinguishes the
viewer and offers a return path via which the viewer can participate and interact. These are the
means for the TV networks to leave the passive consumer – couch-potato – era behind and
ascend to the new generation of dynamic media; TV 2.0 if you will. Television is no longer a set
stream of programs pushed out through an open-ended channel where unknown people might
or might not be watching, but the targeted transmission of hand-picked content at a time and
place selected by an identified viewer.
The new generation of mobile TV has the power to combine the features of regular TV as we
know it with new interactive and personalised services. It can extend the reach of traditional TV
to situations where today we do not have access to it, but also add a whole new dimension to

the concept, evolving it way beyond the realms of current broadcasting. The ubiquitous nature
of the mobile device, always being at hand wherever we find ourselves, invites the viewer to
seek time and place sensitive and pushes content producers to exploit the possibilities of a TV
terminal that is not stationary and waiting for users to come to watch it, but accompanies the
viewers in their world and everyday life. Examples of context aware programming could be for
example local news or weather forecasts, travel and tourist information, music or movies that
are locally associated and context based courses and education.
Another new venue to explore is opened up by the mobile’s role as personal production tool.
Ever since the first cameras were embedded in mobile phones, the tiny devices have become
the personal life recorder and multimedia diaries of a whole generation. In addition, the fact that
these devices are in every pocket turns anybody on the scene into a make-shift TV-team, and
amateur videos and images captured by cellular phones are now regularly featured even in
professional mass media. The circle was completed when commercial programs and services
completely based on amateur content appeared.
There is every reason to believe that this development will continue and progress on mobile TV
with the mobile phone not just being the tool for creating content, but also to edit, broadcast,
see, share, manipulate and influence it. The movement towards citizen journalism and amateur
productions will be even more pronounced, moving beyond entertainment with new
applications such as made-for-mobile travellers’ shows as well as home improvement,
gardening and cooking programs based on contributions by viewers.
All this will however depend on the ability of broadcasters, content producers, advertisers,
mobile operators and handset makers to meet the technical challenges as well as those of
managing the cultural shift and merging of these different media worlds onto a new platform.
Many mobile operators will find it difficult to justify investments in a service which they have no
obvious financial incentive to support and which even stands to erode their revenue from other
data services. Berg Insight does however believe that mobile operators need to see their
involvement in mobile TV more as a strategic requirement than a business option.

Berg Insight warns both operators and broadcasters against seeing mobile TV as merely
television as we know it on a mobile terminal, but embraces the basic conjecture that mobile TV
is an entirely new service on a completely different media. There are a number of fundamental
differences in expectations and behaviours between the regular TV viewer and the mobile user,
and services based on simply regurgitated TV-content will merely be TV on a small and
inconvenient screen. It is imperative that the industry works already from start to evolve TV
services as one part of a comprehensive content strategy and portfolio of inter-woven
entertainment services rather than a simple re-broadcasting service.
There were an estimated 820 million PCs in the world at the end of 2006; the number of TV sets
numbered 1.5 billion. At the same time an estimated 2.7 billion people around the world had
mobile phones, and around 80 percent of the world's population enjoys mobile phone
coverage. The mobile TV’s appeal of combining the lure, comfort and familiarity of television
with the exciting, creative, immediate and intimate world of mobile, is a recipe for services that
could permeate the largest device and communications market in the world.
This report discusses the different issues and challenges involved and gives recommendations
for different actors on how to explore and develop these possibilities.

目录及图表

Executive summary.....................................................................................................................1
1 Introduction – The next step in the evolution of television ..................................................5
2 Broadcast network technologies .........................................................................................9
2.1 Introduction..................................................................................................................9
2.2 Streaming over mobile networks...............................................................................10
2.3 MBMS and TDtv.........................................................................................................12
2.4 DAB-based technologies: T-DMB, S-DMB, DAB-IP ..................................................13
2.4.1 Leading market: South Korea .............................................................................17
2.4.2 T-DMB trial and deployment activities ................................................................21
2.5 DVB-based technologies: DVB-H and DVB-SH ........................................................22
2.5.1 Leading market: Italy...........................................................................................25
2.5.2 DVB-H trial and deployment activities.................................................................26
2.6 MediaFLO ..................................................................................................................29
2.6.1 Leading market: US ............................................................................................31
2.6.2 MediaFLO trial and deployment activities...........................................................32
2.7 ISDB-T (OneSeg).......................................................................................................33
2.8 A-VSB.........................................................................................................................34
2.9 Satellite solutions.......................................................................................................35
2.9.1 DVB-SH (DVB-H+)..............................................................................................35
2.9.2 S-DMB .................................................................................................................36
2.10 Video on demand ......................................................................................................36
3 Contents and consumption ...............................................................................................39
3.1 General observations ................................................................................................39
3.1.1 Consumer behaviour...........................................................................................40
3.1.2 Content preferences............................................................................................40
3.2 Europe .......................................................................................................................42
3.2.1 Italy: Europe’s biggest consumers .....................................................................44
3.2.2 France: 400,000 users connect to million times per month via PC and mobile .44

3.2.3 Spain: Users access news and complain about battery time.............................45
3.2.4 UK: Four hours per month in 20-minute sessions ..............................................45
3.2.5 Germany: MI FRIENDS – users take time to get hooked and develop habits....47
3.3 United States .............................................................................................................51
3.4 Asia Pacific.................................................................................................................52
3.4.1 Japan: Popular service but unclear business model..........................................52
3.4.2 South Korea: 1 million viewers paying for S-DMB ..............................................54
3.4.3 South Korea: Quick uptake of T-DMB thanks to free service .............................57
4 Challenges for mobile TV ..................................................................................................61
4.1 A new TV concept......................................................................................................62
4.2 Lack of standardised tests.........................................................................................62
4.3 Frequency allocation .................................................................................................63
4.4 Harmonization and roaming......................................................................................66
4.5 The handset...............................................................................................................67
4.6 The tuner....................................................................................................................70
4.7 Deployment costs......................................................................................................72
4.8 Lack of operator interest............................................................................................73
4.9 Rights issues..............................................................................................................73
4.10 Competition from other devices ................................................................................76
5 Business models and strategies........................................................................................79
5.1 Unicast or broadcast .................................................................................................79
5.2 Business models .......................................................................................................81
5.2.1 Broadcasters .......................................................................................................82
5.2.2 Content aggregators ...........................................................................................83
5.2.3 Mobile operators .................................................................................................84
5.2.4 Revenue flows .....................................................................................................85
5.3 Content innovation ....................................................................................................87
5.3.1 Differentiation ......................................................................................................87
5.3.2 Interactivity ..........................................................................................................88
5.3.3 User-generated contents.....................................................................................89
5.3.4 Case study: TU Media, South Korea...................................................................90
5.4 Revenue models........................................................................................................92

5.4.1 Conditional access: subscriptions and pay-per-view .........................................92
5.4.2 Free access: advertising .....................................................................................95
6 Case studies ......................................................................................................................99
6.1 Europe .......................................................................................................................99
6.1.1 UK: Vodafone considering how to serve possible mass-market ........................99
6.1.2 UK: BT ditches one customer, one phone-service after one year....................100
6.1.3 Italy: 3 Italia controlling both mobile and TV networks .....................................102
6.1.4 Italy: Cooperation to share infrastructure costs and resources........................104
6.1.5 Germany: DMB’s first launch in Europe alongside DVB-H development.........104
6.1.6 France: Orange offers TV on Internet and mobile ............................................105
6.1.7 Finland: Digital radio over DVB-H .....................................................................106
6.2 United States ...........................................................................................................106
6.2.1 MobiTV: Content aggregator for mobile and wireless access..........................106
6.2.2 Modeo: Service provider dropping mobile TV after trial ...................................108
6.2.3 Sprint: Pushing video services in many forms..................................................109
6.2.4 Verizon Wireless: Going with FLO.....................................................................110
6.2.5 AT&T: Late to market.........................................................................................112
6.2.6 T-Mobile: Amassing spectra to start broadband media services .....................112
6.3 Asia Pacific...............................................................................................................113
6.3.1 Japan: MBCo failed with dedicated portable TV but others keep trying ..........113
6.3.2 Japan: Mobile operators providers counting on meta usage...........................115
6.3.3 South Korea: DMB services popular, but not making money ..........................115
7 Conclusions and market forecast....................................................................................119
7.1 It is a brand new world ............................................................................................119
7.2 Regulations..............................................................................................................121
7.3 Technology..............................................................................................................121
7.4 Business models and strategies .............................................................................125
7.5 Content and usage ..................................................................................................130
7.6 Market forecasts ......................................................................................................133
Glossary .................................................................................................................................137

List of Figures
Figure 1.1: The evolution of mobile TV media ............................................................................6
Figure 2.1: Comparison of downlink data capacity demanded per user by services..............11
Figure 2.2: Evolution of DMB....................................................................................................14
Figure 2.3: T-DMB technical overview ......................................................................................15
Figure 2.4: Comparison of S-DMB and T-DMB ........................................................................17
Figure 2.5: Milestones for T-DMB development in South Korea ..............................................18
Figure 2.6: T-DMB business model ..........................................................................................19
Figure 2.7: Technical overview comparison of T-DMB and DVB-H..........................................23
Figure 3.1: Key results from some European mobile TV trials .................................................43
Figure 3.2: Preferred occasions for watching mobile TV..........................................................54
Figure 3.3: Average viewing time by day of the week (August 2005) ......................................55
Figure 3.4: Top five programs and contents for mobile TV ......................................................56
Figure 3.5: Moments for watching S-DMB mobile TV ..............................................................57
Figure 3.6: South Korean T-DMB licensees and channel line-up.............................................58
Figure 3.7: Moments for watching T-DMB mobile TV...............................................................59
Figure 3.8: Popular programming among Korean DMB viewers .............................................59
Figure 4.1: South Korean T-DMB licensees and channel line-up.............................................61
Figure 4.2: Analogue TV switch off year in Europe by country ................................................64
Figure 4.3: Examples of mobile-TV enabled handsets.............................................................69
Figure 4.4: DVB-H versus DMB-T cost comparison .................................................................72
Figure 5.1: Strategic options for deploying mobile TV .............................................................80
Figure 5.2: The mobile TV value chain .....................................................................................81
Figure 5.3: Examples of roles played by broadcasters in the mobile TV value chain..............82
Figure 5.4: Examples of aggregator led business models for mobile TV ................................83
Figure 5.5: Examples of roles played by operators in the mobile TV value chain ...................84
Figure 5.6: Example of revenue flows generated by fee-based mobile TV services................86
Figure 5.7: Architecture of an interactive voting service...........................................................88

Figure 5.8: Original channel lineup for TU Media’s S-DMB service .........................................91
Figure 5.9: Pricing examples for mobile TV (September 2007)................................................93
Figure 5.10: Examples of revenue models for mobile TV.........................................................94
Figure 6.1: Samsung SCH-u620 MediaFLO enabled handset...............................................111
Figure 6.2: Subscriber uptake for S-DMB and T-DMB (South Korea Q1-2006–Q1-2007) .....116
Figure 6.3: TU Media investment plan for 2005–2010............................................................118
Figure 7.1: Mobile TV market forecast, by region (Worldwide 2007–2012) ...........................133