Mobile DTV? You have got to be effing kidding me
January 27, 2010 by John Proffitt · 2 Comments
PBS, NETA, APTS and CPB leaders are out of their freaking minds if they think Mobile DTV will take off. All momentum is in the opposite direction. All of it. But go ahead — read the giddy predictions:
Public TV leaders at NETA predicted Mobile DTV will be used for simulcasts of live TV as well as weather alerts, datacasts of traffic maps and sports scores, radio with pictures and interactive brainstorms yet to come, CPB is backing a PBS experiment with a 24-hour children’s TV service.
Though commercial broadcasters are mum about their business plans, said CPB Senior Vice President Mark Erstling, they agree that kidvid is Mobile DTV’s “killer app.”
There’s even hope that Mobile DTV will seduce 18-to-24-year-old “millenials” to watch news and public affairs TV, said Lonna Thompson, general counsel of the Association of Public Television Stations, speaking at the NETA Conference. A survey indicated their level of interest would double, she said, because they’d no longer be “tethered” to a set in the living room.
Mobile DTV may be able to do a tolerable imitation of cable: Planners say broadcasters in D.C. will air at least 20 different Mobile channels during the tryout this spring.
It can also do a limited imitation of video-on-demand by “clipcasting”—constantly downloading, in advance, an array of popular videos to be stored in users’ receivers—though it won’t let users choose among every video on the Web.
Where it may shine is fulfilling past visions of interactive TV that cable has failed to realize. If the mobile receiver is a cell phone, it can provide a return path for ordering pizzas, voting on American Idol or whatever users want to click
“There will be great businesses built in Mobile DTV,” predicted Andy Russell, senior v.p, PBS Ventures, at the NETA Conference. “We think the possibilities are enormous with this new platform.”
via current.org
QUESTIONS
- So the whole “alternative uses” angle on DTV never came true. What makes it likely to happen with Mobile DTV? And who’s going to pay for all that software development? TV stations can’t even make regular content in most markets now, but we’re going to hire traffic and weather and sports programmers for our little Mobile DTV channels?
- You seriously think that just by creating yet another distribution channel — one that competes with existing popular channels — millenials will suddenly get interested in news and public affairs programs? You’ve got to be f***ing kidding. “Oooh! ‘Washington Week’ on my mobile phone? Check it out Kayleigh!”
- So Mobile DTV’s big idea is to copy cable? Excellent business plan. You do realize most of the cable companies are monopolies with extensive infrastructure, right? They don’t make money by lining up channels alone.
- “Clipcasting?” It’s called YouTube! Perhaps you’ve heard of it? I have it on my phone right now! Besides — who’s going to curate that? More people we can’t afford to hire?
- Dear God you’re going to the “interactive TV” angle again? Jesus, that died 20 years ago and rightly so. TV is a largely passive medium. Interactivity is a web practice. Have you all learned nothing since the advent of the Internet? Ordering pizzas? Voting for “American Idol?” Really? This is the glorious future ahead if only we develop Mobile DTV?
- Great businesses will be built with Mobile DTV, huh? You mean like HD Radio has burned up the dials and made Clear Channel billions? Oh, right — they’re in the toilet along with the rest of the commercial radio world. But TV will kick ass with a new platform that requires new hardware, barely duplicates existing and growing functionality on other platforms, and has little to no value proposition for users, right? Sure. Sign me up.
There was a time, many years ago, when a kid — like myself — enjoyed smuggling a little 2.5 inch Casio TV into my high school study hall and getting fuzzy TV images of “The Price is Right” or daytime soaps or whatever was on. But aside from that experience I’ve never wanted mobile TV. Mobile video, yes (and I have that), but not TV.
Keep in mind that TV, including some of public TV, has turned into a broadcast wasteland, especially during the day when people are mobile. I’m going to tune in for “Judge Judy” for 1.5 minutes while I’m on line at the bank? Not likely.
The only shot Mobile DTV has is kids programming, and only from PBS. But is it a “killer app?” Well… if you define “killer” as the only remotely viable app for Mobile TV, done at cost in a noncommercial model, then sure. And Lord help us all pay for all the infrastructure this year and forevermore.
To understand why Mobile DTV won’t make it, just look at what kids are already doing today: they’re texting and using social networks and calling one another. They’re doing social things, not kicking back and watching TV. At most, they might refer friends to see a web video clip, but that will be something forbidden, not a great vocabulary lesson from “Word Girl.”
As 3G and 4G wireless networks (and WiFi) become truly ubiquitous, and our devices are always on the ‘net, TV will become increasingly quaint. The only likely users for Mobile DTV will be the very Boomers that won’t buy the Mobile DTV devices anyway.
And let’s not forget all the bold promises of DTV that remain unfulfilled, which we’re hearing yet again from our august leaders: datacasting, weather, sports scores, news, ad nauseum. The fact that “radio with pictures” was noted in the article tells you how desperate these folks are to get attention. And hey — where’s my MP4-encoded DTV broadcasts? When’s that gonna be done?
Finally, don’t get me started on the low technical quality of the proposed Mobile DTV channels. I have a 2-year-old Flip cam that shoots better video than could be displayed on Mobile DTV. How does this make sense? Disruptive technologies can indeed come along with a lower technical quality, but who intentionally builds a Ferrari and then dents it up, puts a speed governor on it and smashes the windshield to get different customers interested?
Today — the “day of the Tablet” — I encourage all the public broadcasters out there with an eye toward Mobile DTV to look at the real future: mobile apps, mobile web, mobile multifunction devices field-upgraded on demand with new software from the cloud. The web absorbs and carries all media, synchronously and asynchronously. Reverting to broadcast just doesn’t make sense in most cases, and where it does make sense, we already have technologies and deployed assets that work fine; they even work better than fine if you consider HDTV.
Mobile data is much more valuable to our society and economy than propping up a shrinking business model. Let’s stop fighting the losing DTV battle and start fighting for a public service media future that meets the needs of our community and meets people where they are and where they’re going, not where they’ve been.
The IMA impasse
February 26, 2008 by John Proffitt · 15 Comments
I’m finally back home from the IMA 2008 conference (2,300 miles later). I’m tired, I’m Twittered out, and I’m facing both a mound of catch-up work as well as one of the busiest weeks of the year. But I wanted to capture my impressions from the conference, much as Todd Mundt and Tim Eby have done.
Overall, it was a good conference as usual. Interesting projects were profiled from all over the system, but nothing was truly game-changing at a macro level. There were exhortations that we need to do more, reserve more of our budgets, boost traffic and so on. Palpable fear ran through the conference about TV, partially due to DTV in 2009, partially sparked by the universally-hated NY Times article. Radio, while considered at risk eventually, is firing on all cylinders for the moment and doesn’t yet show fear.
But here are, in my opinion, the truly interesting items, borne from meta-issues swirling around the conference but not directly addressed:
- The IMA and Mark Fuerst (one of the IMA’s originators and the de facto CEO for many years) have changed the nature of their relationship. They now have a formal (or more formal) contractual relationship, and will pursue full 501(c)(3) status for the organization. The implications of this change are unclear to me, but it might signal a real sea change in how IMA operates and what goals it pursues. The way it was presented left me with lingering concerns, given Fuerst’s strong advocacy for online service. If he’s not pushing as hard in the future as he has in the past, what becomes of IMA?
- Fuerst ended the conference with comments that were strongly (and accurately) critical of the system’s lack of development in the online space, pointing out one stat showing that in 2005 the PubTV system invested just 0.66% of spending in online work. Naturally, this paucity of investment has resulted in pathetic web traffic systemwide. Fuerst seemed almost angry in his closing comments. Rightly so, but it was the first time I’d experienced a conclusion that was negative in tone.
- The IMA members meeting and one of the sessions focused on the questions, “Can we / should we bring more nonprofit public service media entities into the IMA fold?” Reactions were positive to the idea, though I don’t think anyone could imagine what this would mean to the IMA in the long run. The most obvious nonprofit pure-play web entity that might partner with IMA was Wikipedia, represented at the conference by their Executive Director, the former interactive manager for cbc.ca.
In my (current) view, IMA appears to be at an impasse. We seem to have reached a point where integrated media advocacy has given out, where recommendations and demonstrations fail to move our organizations to meaningful action.
To date, IMA has been effective at putting the online services question on the table within public broadcasting and has done so eloquently and repeatedly. But for all the work completed, no significant sea change has yet arrived. Meanwhile, the house of public TV is on fire, we’re losing audience to a fracturing media world across the board and new players (like Wikipedia and others) have stolen “our” web traffic and possibly our raison d’etre.
I’ve been to IMA for the past four years straight. I’ve been excited by the projects and keep feeling like there’s so much opportunity in front of us. But in those four years, not much has changed in my shop nor in the system at large.
I’m left wondering… what now?
PBS solution: implosion / explosion
February 22, 2008 by John Proffitt · Leave a Comment
Interesting dinner conversation last night here in Los Angeles at the IMA conference. Lots of topics. But I let slip one idea that really upsets people with a vested interest in the current public televison model in the U.S.
My shocking and insane recommendation:
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