Washington - The promotion group behind the ATSC M/H mobile DTV format, the
, said Tuesday it has teamed with market research resources Harris Interactive and Rentrak to jointly study consumer usage habits for new portable TV devices.
The OMVC, Harris Interactive and Rentrak will utilize Harris's Early Adopter Community (EAC) and Rentrak's Mobile Essentials service during the spring and summer to measure and perform a detailed analysis of consumer viewing trend patterns.
Harris's EAC is a Web-based research tool that will survey testers regarding their attitudes and opinions about Mobile DTV viewing. Key metrics that will be studied by the team during the project include determining the most active day parts, how long viewers remain engaged, and what genres of content are most compelling and frequently viewed.
"One of the key advantages of Mobile DTV is the built-in ability to measure viewer activity, giving broadcasters a much better picture of what consumers are actually watching, when they watch, and where. We've selected Harris Interactive and Rentrak to perform this important service with devices that have a return channel, and we anticipate that this window into consumer behavior will help us deliver more relevant information and entertainment to viewers who are on-the-go," stated Brandon Burgess, OMVC president and ION Media Networks chairman and CEO.
Currently, more than 30 television stations are transmitting Mobile DTV signals throughout the country for market testing and use, with many more expected throughout the year as more receiving devices roll out.
The OMVC is running a Washington D.C. Consumer Showcase to evaluate quantitative and qualitative usage for each of the selected device platforms.
The purpose of the showcase is to understand factors that may motivate greater usage of Mobile DTV, early adoption, propensity to tolerate pay services, interactive services and usage patterns, as well as to learn more about the core qualitative aspects of the user experience from pre-adoption to post-usage insights.
Mobile DTV applications to be tested, under a recently approved technical standard, include favorite live, local television programs just as they are transmitted to D.C.-area homes, interactive broadcasts made possible by the new Mobile DTV standard, and lifesaving emergency alerts for weather incidents and other unforeseen events, the OMVC said.
Eight local area television stations will be transmitting up to 20 channels of free and premium broadcast TV programming in the Washington test, the OMVC said.
Washington area stations participating in the OMVC Consumer Showcase include WDCA-DT (Fox Television Stations), WUSA-DT (Gannett Broadcasting), WPXW-DT (ION Media Networks), WRC-DT (NBC Universal), WHUT-DT (Howard University/PBS), WNVC-DT (MHz Networks), WNUV-DT (Sinclair Broadcast Group), and WFDC-DT (Univision Communications).
Signals will be receivable by a range of new Mobile DTV products either in the market now or coming soon. Mobile DTV enabled products include netbook computers, cell phones, accessory Wi-Fi receivers, and portable DVD players with ATSC M/H tuners.
"The early-adopter community provides an excellent opportunity to observe and analyze viewing trend patterns," stated Harris Interactive president and CEO, Kimberly Till. "Bringing hundreds of people together to experience Mobile DTV content in a private, online setting allows for true feedback about consumer attitudes, opinions and behavior in this emerging broadcast television market. We are thrilled to be a part of this research with the OMVC and Rentrak."
"Rentrak is bullish about the future of delivering broadcast television content across all screens, including mobile devices. We are very pleased to be working with the OMVC and Harris Interactive to further study and share field trial knowledge with key industry stakeholders who are evaluating how to best to engage consumers who view television and video content on mobile devices," said Ken Papagan, Rentrak president and chief strategy officer.