Wireless Federation

News such as Bjarne Riis’s doping admission and the clearing of the Youth Center on Nørrebro, Copenhagen, keep the Danes glued to the screen. And it is not just the TV screen, but also the smaller cell phone display that attracts attention. TDC has just analyzed the use of mobile TV almost six months after its launch, and the statistics clearly show that the main attraction is brief television features such as news. During the clearing of the Youth Center, there was a period with four times as many unique users accessing mobile TV as on ordinary days. Similarly, the press conference where Bjarne Riis admitted to doping abuse almost doubled the viewers for the channels showing the news.

TDC’s statistics also show that each unique user on average

Watches mobile TV for 9-10 minutes a day
Accesses mobile TV 2.7 times a day
Watches for 3.5 minutes per session, i.e. each time a channel is activated.

“The analysis has confirmed that mobile TV has its natural place in the media picture and that TV on the cell phone is particularly suited for breaking news when people do not have access to traditional television. You always carry your cell phone, so you can choose to watch the news or whatever else you fancy when and where you want,” says Anders B. Christjansen, Vice President, TDC Mobile.

The analysis of viewer habits during the first six months is also the reason behind TDC’s recent release of two additional TV channels on the cell phone: the news channel DR Update and the music channel MTV Shorts, which both bring short features. The entertainment channel Star! will soon be added. TDC already offers a broad range of mobile TV in Denmark with access to DR1, DR2, TV 2, TV 2 News, Kanal 4, and Voice TV. In addition, TDC offers access to TV 2 Sputnik as video on demand.

“After the first six months with mobile TV, we are overall very satisfied. We are still in a start-up phase, where we are gaining experience with the medium. That experience we are, among other things, using to improve the user experience and ensure that we offer the right content,” says Anders B. Christjansen.

TDC Mobile TV is accessed through the mobile portal Fly. So far, only TDC’s mobile customers can use the feature, which also requires a 3G cell phone. Mobile TV is only accessible in areas covered by TDC Mobile’s 3G network. Unlimited usage costs DKK 29 per day, DKK 49 per week, or DKK 75 per month.

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