Mobile TV launch goes off like a damp squib

The Guardian reports on a survey of 1,500 entertainment consumers in Britain by Entertainment Media Research (EMR), and the results pour cold water on the enthusiasm Vodaphone have shown for their service.

"Most people have no desire to watch television on mobile phones, preferring to use home computers to watch TV while on the internet, according to new research.

The findings of a survey of 1,500 entertainment consumers in Britain by Entertainment Media Research (EMR) deflates some of the hype about mobile-television alliances, such as Vodafone's deal with Sky last week.

Although 65% of British consumers surveyed cite the mobile phone as their most desired gadget, 70% of mobile owners said they did not want to watch television on their phone at all. To entice mobile users to upgrade to its 3G digital network, Vodafone is offering customers content from 19 Sky channels, including Sky One, Sky Movies, Sky Sport and Sky News. John Esner, media partner at the law firm Olswang, which commissioned the research, said he was not convinced the Sky deal was a "smart" move by Vodafone, based on the survey findings, though he added that it was a cheap marketing device.

The survey found there was a much greater consumer demand for television content on PCs than mobiles. The home computer is becoming an extra TV set in the home, according to EMR's chief executive, Russell Hart.

Nearly 45% of consumers said they would watch TV on their home computer, because it enabled them to choose what they wanted to watch and when; let them watch TV while doing other things, and gave them a break when working on the computer. Half of the respondents surf the internet or send emails while watching TV, and a third use instant messaging at the same time as they watch TV."

Source: The Guardian Online.