|
Descripción
|
|
|---|---|
| Television ecosystem is currently under a perfect storm of technological, regulatory and sociological changes. Internet and screen diversification are amongst the drivers that contribute to these transformations. Defining television according to a given technology or a given way of consumption is no longer possible. Television contents can now be accessed through different windows and in different ways. In such context, mobile television constitutes a relevant example of the problems related to the convergence between broadcasting schemes and telecommunications services. Despite the expectations raised in the mobile and media industries, mobile television has not found yet its commercial expression in Europe, and even in the case of countries like Japan or Korea, where it has enjoyed a relative success, mobile TV finds itself in an impasse (Feijóo, Gómez-Barroso, Ramos- Villaverde, 2010). On the basis of techno-economic ecosystem analysis (Babe, 1995; Ballon, 2007), we carry out an exploratory approach to the causes for the modest adoption of mobile TV in Europe. This may prove helpful in understanding not only the specificity of the mobile environment, but also the kind of challenges that multi-screen convergent television services are obliged to face in order to survive radical changes in its ecosystem. In fact, beyond the technical and economic barriers related to the very specificity of the mobile service, the two involved ecosystems (mobile content and television) share obstacles inherited from similar confluent sectors (audiovisual production and broadcasting, handheld manufacturers, application providers and telecommunication operators). According to that, we identify four types of barriers that burdens mobile television development. On the supply side, the potential hurdles are in the technical (infrastructures, standards), economic (revenue models, content availability) and normative/institutional domains. On the demand side, a gap between companies? perception and users expectations is pointed at, so that mobile actors must understand what are the relevant users? expectations, what the circumstances are in which they intend to use the service and how they integrate video consumption rituals in different contexts and through different technologies. 2 The current development of mobile broadband, the diffusion of more video- friendly mobile devices (Feijóo, Gómez-Barroso, 2009) and the popularization of new distribution channels, like application and content stores, may facilitate a second chance for mobile television take off. In these circumstances, an exploration of the nature and resistance of those barriers that have undermined the development of mobile television to date may provide relevant knowledge about the changing conditions of the mobile environment. Simultaneously, these changing conditions affect the confluence of mobile and television ecosystems, opening the possibility of transferring mobile broadband distribution models to television standards (Ballon, 2009; Braet and Ballon, 2008) | |
|
Internacional
|
Si |
|
DOI
|
|
|
Edición del Libro
|
|
|
Editorial del Libro
|
Peter Lang |
|
ISBN
|
3631616570 |
|
Serie
|
Participation in Broadband Society - Volume 7 |
|
Título del Libro
|
The new television ecosystem |
|
Desde página
|
141 |
|
Hasta página
|
171 |