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Mobile Content & Advertising Perspective / Vol. 2, Issue 3, Edition 1 Product Image

Mobile Content & Advertising Perspective / Vol. 2, Issue 3, Edition 1

  • ID: 682065
  • January 2009
  • Region: Europe
  • Pyramid Research, Inc

Will Europe Have a Unified Front in the Provision of Mobile TV?

EVENT SPOTLIGHT

On December 10, 2008, the European Commission published a set of guidelines to advance the take-up of mobile TV services across Europe. DVB-H (digital video broadcasting– handheld) is included as the preferred technology for mobile reception. In some countries, such as Italy, Norway and Albania, broadcast mobile TV has been present for a couple of years. Austria, Switzerland and the Netherlands launched mobile TV in time for the 2008 football championships. Even though the DVB-H standard is being pushed by the EU Commission, the future of DVB-H-based mobile TV is not clear in the biggest European countries — France, Germany and the UK.

The author believes that mobile TV can be a success across Europe if certain conditions are present. Mobile TV requires both a regulatory framework and available frequencies. The meeting of these two conditions, combined with reasonably priced tariffs, capable handsets and desirable content, will encourage the successful uptake of mobile TV. The author also recognizes, however, that DVB-T technology poses a serious threat to the future of DVB-H-based mobile TV.

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