Of course, the data are somewhat anecdotal because Nielsen has direct measurement tools for TV viewing, but noting “Internet time” is diary-style and the diary is likely filled out by older household members less likely to multi-media-task™ with laptop and remote on the couch.

It also ignores the younger set that doesn’t turn on the TV to begin with, but still watches TV content… via the web. I’m working with some new folks in St. Louis, some rather young folks, and they generally don’t watch TV via TV. So that usage pattern isn’t directly recorded, either.

Nevertheless, the dual-surfing approach is definitely on the rise, by Nielsen’s numbers and from my own observations. Shoot — my 70+ year old mother does that with her MacBook Pro and the big screen TV. Soon she’ll do it with her 64GB WiFi iPad (I kid you not).

I still need some time to wrap my head around this. It’s such a new way of thinking for public service media, yet it’s so crucial we start thinking about media as an “experience,” not just something to be passively consumed. If we’re serious about creating positive outcomes for people and communities, immersive and “authentic” experiences will be much better suited to reaching our goals than simply giving people information and suggesting they consider changing their behaviors.

In my particular case, I’m wondering what kind of “gaming” elements can be added for readers of the St. Louis Beacon to keep them more engaged, get them more informed and connect them to each other and positive outcomes for the community. Or how might we offer “points” for participants in upcoming public service media projects we’re going to do at KETC?

In any case, this is a MUST SEE VIDEO. Take the time. It’s well worth it.

http://g4tv.com/lv3/44277

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

1. 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?
2. 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!”
3. 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.
4. “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?
5. 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?
6. 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.

It involves this little chart, and there are lessons for those that would create both a popular general web destination and an online community, all in one. Highly recommended.

MS Economy Internet Trends 102009 FINAL http://d1.scribdassets.com/ScribdViewer.swf?document_id=21362476&access_key=key-1ri08xlqpnvlx69jzjcw&page=33&version=1&viewMode=slideshow

I remember when PCs arrived on the scene, when corporations started adopting those tools to empower individuals and small departments to get work done without having to wait for the slow-moving “Data Processing” departments. DP professionals hated these uncontrolled devices as they proliferated everywhere. The same thing happened when the Palm Pilot and other early PDAs arrived. Today, the PC and even corporate-owned mobile devices have largely been brought under control in larger companies (and it’s killing their transformational utility, by the way).

But the arrival of the mobile web into the pockets of millions of people worldwide is changing things in ways we don’t yet see. Check out the slides. Look at the astronomical growth rates of data consumption on the iPhone platform. The mobile web is how we must serve the public interest going forward. We don’t have to forget the standard PC and browser, but we have to meet the mobile needs of users in lots of new ways.

Check out the slides and consider the (near) future.

NOTE: Found via Google Reader’s new “Popular Items” feature.