Tomi Ahonen writes:
Mobile TV is only four years old, as two innovations were launched simultaneously in 2001. In Finland SMS-to-TV chat went live, while MTV launched Videoclash – the programme where viewers could decide what videos to see next, and vote via mobile phones. Since then in 2002, 2003, 2004 and even 2005 when I met with thinkers in this TV-Mobile space, most were always only thinking of putting football highlights, news clips etc onto mobile phones. Boring boring boring.
Now in 2005 we’ve seen first signs of real innovations – you have to see MTV’s Head and Shoulders to really “get it” – what we can do and what can really sell – on mobile TV. When Robbie Williams promoted his new CD, he had his concert simulcast to 3G phones. At the MTV Europe Awards the mobile MTV channel went back stage and shot exclusive footage that was only seen on mobile phones. At Big Brother houses around Europe it is now commonplace to have exclusive cameras – and latest innovation from Finland this Autumn, exclusive microphones – that viewers of the show can get more through their 3G phones.