There’s been a lot of buzz over recent years over the cell phone and its potential as an entertainment device, more specifically as a platform for live television. But that promise has never been borne out. While research has found that people often express interest in the idea of using their mobile phones to watch TV, they are less likely to actually do so in practice. A large part of that may be because entertainment companies have not figured out how to effectively tailor their offerings to the small screen. A new study from Red Bee Media, a London research company, and iBurbia, a British digital media research agency, finds that many people are reluctant to watch full-length programming, such as television shows, on mobile phones because the cell screens are too small, viewers are often on the go, and they prefer watching full-length content on a full-size TV set. Instead, the study suggests that content providers would be better off providing content exclusive to mobile phones that is both shorter and targeted directly at cell users. For example a drawn-out movie trailer will work better on a cell than a game as popular as the Super Bowl, because it’s hard to follow the action on a small screen. Catriona Tate, Red Bee’s business director of new creative content, talks with Media Life about small-screen programming, why people sometimes watch TV on their cell phones at home, and whether people will pay for mobile television.
What did you find most surprising or most interesting about this study?
The people involved in our study didn’t want to see the television channels they have already got at home on their mobile phone.
Subjects were in a completely different mindset when using their mobile phone compared to watching TV at home and therefore behaved differently. Many channel and program brands have sufficient currency to transfer to mobile, but they need to be tailored to the medium.
The study finds that people are willing to watch made-for-mobile TV rather than full-length programming on their phones. What is the difference? Why is there this gap?
Our subjects expressed a preference for watching full-length programs on their TVs at home. There aren’t enough viewing occasions on the go for long shows; users might run out of pre-pay credit from downloading them and be unable to make calls, or feel uncomfortable watching their expensive phone in public for long periods. Therefore shorter mobile content is often better.
That’s not to say that if the next series of “Desperate Housewives” was available ONLY on mobile, behavior might change. Vodafone offers a lunchtime full-length screening of that night’s most popular primetime soap, which by all accounts is very popular.
It’s also about the production requirements. What looks great on widescreen TV looks disastrous on mobile. With sport, you can’t see the ball.
When Disney put “Lost” onto mobile, it realized the campfire scenes didn’t work. The contrast had disappeared and the characters were hidden in the gloom beyond the flames.
How does content for the smaller screens have to change to get people interested?
It has to pass three tests.
Firstly, people have to know it’s there. Mainstream TV brands have the advantage of being current and well-known. They can also cross-promote, pointing large, receptive audiences to their mobile offering.
Secondly, it has to pass the why would I bother? test.
Unlike TV, consumers have to make a conscious effort to watch mobile video, rather than sitting on their sofas and watching whatever is scheduled, which they are used to doing. Before mobile users will bother with video they will ask; is it a brand I care about, is it useful or entertaining or exclusive, and is it priced sensibly? If mobile video is not an immediately positive experience, it could take a lot to convince users to try it again.
Finally, it has to be watchable.
Creating small screen environments differs to that of mainstream TV channels. Schedulers have to ensure the right content is available at the right time. Creative teams need to avoid the pitfalls of creating mobile video that is too long, too short, inappropriately looped or refreshed, badly edited, riddled with wide or busy shots, too dark, too light with sound that is too strong or weak for mobile handsets.
And the navigation to the content can’t be clumsy either. It takes skill to do it well and consistently across platforms.
What's the optimal length of time for programming on a mobile phone? Do you expect that to rise as people become more accustomed to watching things on the very small screen?
It depends on the content. In our research, trailers for TV shows or movies were optimal at two to three minutes. But if you had an exclusive preview for the latest Hollywood blockbuster, people would watch for longer.
As the content, pricing, technology and familiarity improve, people will probably watch for longer. This is already being seen in more mature markets like Korea.
What demographic is most likely to watch TV on their cell phone?
Most people will watch video on their mobile if the price is right and the content appeals to them and is properly promoted.
Are people willing to pay for mobile TV content? If so, how much and for what types?
Yes, they are willing to pay for video they value. There are various price models around. People are signing up to subscriptions bundles of $17 a month and/or on a per-download basis.
Our research found that the magic figure is about $1.70. Pricing needs to be crystal clear so people understand what they’re paying for. The title of a clip is not enough. Consumers need previews, descriptions and examples in order to be seduced into parting with their cash.
Are viewers more or less tolerant of advertising on mobile phones than on TV?
Our research suggested that people may be prepared to tolerate some advertising if it’s clear they get something in return and don’t feel they’re paying for the privilege of receiving it. Ideally with such a personal medium, promotion of mobile content would be correctly targeted using data available on users’ interests.
Will we ever get to a point where people will want to watch full-length TV shows on their phones?
I would watch the next series of “Lost” tomorrow if it were ONLY available on my phone. It depends how programs are made available.
Our research suggests viewers would prefer to watch full-length programs on their TVs, but once people become used to watching programs on their phones there may be a shift in behavior.
Do people who watch mobile TV generally use it in conjunction with other media?
Yes, usage can be prompted by programs in the main TV schedules offering complementary entertainment through mobile phones. However, live breaking news doesn’t need promotion through other media.
Are they more likely to use mobile TV away from home? Or are there other situations they are more likely to use it in?
A surprising amount of viewing happens at home, 40 percent according to Orange. This may be driven by kids wanting to watch their own personal screens, or prompted by the main TV schedules. If the main TV of the house is being hogged by a family member watching “E.R.” when you want to watch the big game, then you might turn to your mobile.
