Mobile TV Audience Up 45 Percent in Q2

SAN FRANCISCO, September 11: The mobile TV audience grew 45
percent to 3.7 million subscribers in the U.S. in the second quarter of this
year, according to Telephia, which also found that news, weather and sports
were the most popular mobile offerings.

Total quarterly mobile TV revenues increased to $86 million,
an increase of 67 percent on Q1.

“Mobile TV is the fastest growing wireless data service and
marketers are working quickly to figure out how they can capitalize on what has
the potential to be the most important new form of media since the advent of
the Internet,” said Tamara Gaffney, the director of product management at
Telephia.

Among all mobile TV users, ABC News was the most watched
mobile TV channel in Q2 2006, securing 40 percent of the total mobile TV
audience, followed by The Weather Channel with 32 percent. Fox Sports and ESPN
followed closely with 31 and 29 percent, respectively. Fox News grabbed 22
percent of the total mobile TV audience. Rounding out the top ten were NBC
Mobile News, (20 percent), Comedy Central (16 percent), AccuWeather and
Discovery Kids (15 percent each) and Discovery Channel (13 percent).

“News and information is the killer app for mobile
television,” Gaffney continued. “With just a quick flip of their phone it gives
consumers instant gratification. Now consumers can access breaking news from
the airport, car wash, dentist, kid’s soccer game, whenever they are away from
home. Consumers want television at their fingertips.”

Gaffney concluded, “While still in its nascent stages,
mobile TV shows significant and unique promise given the ability of the
consumer to shift viewing from location to location. As seen with ABC News, Fox
Sports and The Weather Channel, securing the widest distribution and coverage
remains a primary objective. Additionally, channels that deliver trusted,
branded content, as seen with CNN, ensure high viewership will continue after
launch.”