Euro itvppt

MOBILE TV: TOWARDS A

THEORY FOR MOBILE

TELEVISION

pato, luís miguel – [email protected]

euroitv.2011

labcom – laboratório

universidade da beira interior

www.labcom.ubi.pt

INVESTIGATION QUESTION

“IN MEDIA, STORIES ARE ALWAYS CONSTRAINED BY THE MEDIUM IN WHICH THEY ARE TOLD AND THE

MODE BY WHICH THEY ARE DELIVERED TO AN AUDIENCE, WITH IMPLEMENTATION OF CURRENT

“MOBILE TELEVISION” IS IT POSSIBLE TO APPREHEND CONSUMER’S EXPECTATIONS AND

POSSIBLE SATISFACTIONS TOWARDS THE ‘MOBILE TELEVISION’ REALITY IN PORTUGAL?”

RE-USAGE OF BROADCAST TV FOR

MOBILE TV GRIDS – consumers mightnot be satisfied…

PROBLEM

BROADCAST MOBILE TV

BROADCAST MOBILE TV

THEORETICAL

PERSPECTIVE

EMPIRICAL

PERSPECTIVE

SUMMARY

SOCIOLOGICAL PERSPECTIVEIt’s all about the people D. Norman Design of

Everyday Things

Mobility – and its impact on society and oncommunication possibilities

GENERAL AUDIENCE SPECS

1 – Prosumers (Toffler, 1995)

2 – Egocasters (Rosen 2004)

3 – Digital Natives (Prensky 2001)

4 – Digital Immigrantes (ibid., 2001)

GENERAL MOBILE AUDIENCE SPECS

1 – Mobile Generation ( 18 – 24 years of age)

2 – Telefanatic (18 – 34 years of age)

3 – Usefull parents (parents that are between18 & 34

years of ages)

4 – Smart Connected (25 – 44 parents and active

workers)

5 – Thumb Culture (Mobile Phones are a mirage)

6 – Silver disbeliever (senior citizens)

MOBILE TVMass medium that has become personal…

Part of the Global Screen – Lipovetsky, G.,

CURRENT TYPES OF mTV (Orgad, 2009)

1 - TV IN YOUR POCKET.

2 – TV ANYTIME, ANYWHERE

3 – TV ON THE GO

4 – ENHANCED TV

Emergency TV (Ahonen, 2008)

THEORETICAL PROBLEMS

mTV Studies are mere technological

reports

Early addopter specs are neglected

Identity problem – why in the world do

people want to use a cell-phone to watch

TV?!

THEORETICAL PERSPECTIVE

Uses and Gratifications ( Katz, et. al., 1973)

(What people do with their media)

•

Motivational Theory (McQuail et. al., 2000)

(What motivates media consumption?)

REGARD MOBILE TV AS A RESULT OF CONVERGENCE

UG applied to Interpersonal Communication (Auter, 2007,

Papacharissi & Rubin, 2000,)

Pleasure; Affection; Inclusion; Escape; Relaxation; Control.

UG applied to Mobile Phones (Wei, Leung, 2000, Kwon &

Chidambaram, 2000 Choi, Kim, & McMillan,

2009)

Mobility; Immediacy; Surveillence.

TV (Rubin, 191)

Passtime; Information search; Entertainment; Companionship; Escape.

LAB SESSION SPECIFICATIONS & METHODOLOGY

Expected ResultsPROVE OUR HYPOTHESIS

H1 – “MOBILE TELEVISION” IN PORTUGAL AS A MARKET IS RESIDUAL AND THE EXISTING REALITIES ARE RESULT OF AN ERRATIC PROCEDURE.H2 – AUDIENCE MEMBERS ON A GENERAL BASIS NORMALLY SELECT MEDIA AND CONTENT BASED ON EXPECTATIONS OF NEEDS AND GRATIFICATIONS. H3 – “MOBILE TELEVISION” CONSUMPTION NON – TANGIBLE

ISSUES OVERCOME MECHANIC WONDERS…

CONCLUSION

UNDERSTANDING THE EXPECTANCIES AND SATISFACTION

LEVELS OF EARLY ADDOPTERS IS FUNDAMENTAL TO GIVE MTV A

NEW IDENTITY.

.

MOBILE TV: TOWARDS A

THEORY FOR MOBILE

TELEVISION

THANK YOU!

pato, luís miguel – [email protected]

euroitv.2011

labcom – laboratório

universidade da beira interior

www.labcom.ubi.pt