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Mobile TV Measurement Panel Launched
In the US, Telephia has announced the launch of a mobile television user panel. This longitudinal research panel will provide the mobile industry with detailed measurement of attitudes and behavior among the rapidly growing mobile TV audience.
Telephia will begin by tracking users of the current unicast-based services (e.g. the MobiTV-based offerings on Sprint and Cingular Wireless, and Verizon's V CAST service). The panel will expand to include subscribers of multicast mobile TV networks when they launch in late 2006 and 2007. Telephia is currently building its panel in the US and the UK, and will expand coverage to the rest of Europe and parts of Asia in 2007.
Telephia research shows that more than two million or 1.4% of the US wireless user base subscribed to a mobile video plan during the first quarter of 2006. The average US mobile TV subscriber spends US$40 a month more on wireless services than non-TV subscribers, according to Telephia.
According to the president of Telephia, Sid Gorham, 'Mobile TV represents a huge revenue opportunity for companies in all parts of the communications and entertainment value chain. To execute successfully on this exciting opportunity, the industry needs detailed research that tracks the evolving behavior and preferences of the mobile TV user. Our clients are particularly interested in using audience measurement data to target advertising and interactive commerce.'
Telephia runs the mobile industry's largest consumer survey programme, conducting in-depth interviews with over 350,000 mobile subscribers annually across eight countries.
The company is online at www.telephia.com .
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