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Mobile TV audience continues rapid growth
Posted: 12-Sep-2006 [Source: Telephia]

[Telephia reports mobile TV audience grew 45% in Q206 with new, weather and sports channels topping the list.]

San Francisco, CTIA -- The mobile TV audience grew 45 percent to 3.7 million subscribers in Q2 2006, according to Telephia, the largest provider of consumer research to the communications and new media markets. The third screen allows consumers to get news and information while on the go, with news, weather and sports channels topping the list as the most watched mobile TV content. Total quarterly mobile TV revenues increased to $86 million last quarter, an increase of 67 percent since Q1.

Telephia today launched the inaugural results of the Mobile TV Diary Report, which is the first and only measurement product in the industry that provides detailed research on mobile TV viewership, revenue performance, demographic profiles, behavioral measures, and advertising preferences. Telephia's research on Mobile TV includes measurement of both streaming TV and video-on-demand services.

"Mobile TV is the fastest growing wireless data service and marketers are working quickly to figure out how they can capitalize on what has the potential to be the most important new form of media since the advent of the Internet," said Tamara Gaffney, Director of Product Management, Telephia.

News Channels ABC News and CNN Climb to the Top

Among all mobile TV users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40 percent of the total mobile TV audience. Thirty-two percent of the total mobile TV audience watched The Weather Channel, while Fox Sports and ESPN followed closely with 31 and 29 percent, respectively. Fox News grabbed 22 percent of the total mobile TV audience. In terms of access reach, which is the percentage of people who watch relative to those who had access to the channel, CNN secured the top spot with 65 percent of mobile TV users with access to CNN. The Weather Channel had the widest distribution with an access rate of 82 percent.

"News and information is the killer app for mobile television. With just a quick flip of their phone it gives consumers instant gratification," added Gaffney. "Now consumers can access breaking news from the airport, car wash, dentist, kid's soccer game, whenever they are away from home. Consumers want television at their fingertips."

"While still in its nascent stages, mobile TV shows significant and unique promise given the ability of the consumer to shift viewing from location to location," continued Gaffney. "As seen with ABC News, Fox Sports and The Weather Channel, securing the widest distribution and coverage remains a primary objective. Additionally, channels that deliver trusted, branded content, as seen with CNN, ensure high viewership will continue after launch."

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