Mobile television ( TV ) is a relatively new and unknown field of communication. Thus, role players in this field of communication find themselves in a new context for relationship. This raises the question as to what the key challenges in the relationship between content providers and users in mobile TV involve. More specifically, the following questions should be answered. Does mobile TV display particular characteristics of new media? If so, then how could content providers meet the challenge of understanding the user profile in mobile TV as a new medium? Also, how could content providers meet the challenge of adapting content provision according to the user experience of mobile TV as a new medium? This research paper explores these questions through means of an explorative literature study of relevant sources. Firstly, it provides a conceptual framework of mobile TV as well as an understanding of mobile TV within the greater context of new media. Secondly, it presents a means to understand the user profile in mobile N as a new medium. Lastly, it presents practical aspects that need to be considered when providing content for mobile TV as a new medium. The findings of the study can be summarised as follows: (a) Mobile TV portrays particular new media characteristics, such as, digitalisation, interactivity, hypertext, dispersal and virtuality. (b) A market-led approach should be employed in order to understand the user profile. (c) Mobile N content production should be integrated into the production process with the requirement that it is of a high quality and meets the technical and feasible limitations of the medium. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.

<p>This thesis is a study of a new specification for end user interactivity developed by the Open Mobile Alliance, the specification is called OMA BCAST Service Interaction Function. The specification is one part of the OMA BCAST Service Enabler, which enables service delivery to mobile devices, where the most common service is mobile television. The Service Interaction Function enables end user interactivity related to a service, this could be a poll about the current television program or a chat where every message is presented to the users that are watching the same channel.</p><p>The specification is still of draft version and the scope of this thesis has been to investigate the Service Interaction Function and implement a PC prototype.</p>

Television is the most important media in modern life. Recently, the rapid development of information and telecommunication technology has created opportunities for new media usage. In order to expedite the adoption of digital technology,the government has initiated the ¡§challege2008- national important development¡¨project. Mobile television is one item included in the project. So far, not much research has investigated issues related to the adoption and use of this new media. The purpose of this research is to investigate motivations and factors that influence people¡¦s willingness to use mobile digital TV. Potential motivations, including fashion, information, mobility, social and entertainment, and their effects on the perceived usefulness and attitude are investigated. The research used quantity analysis, Snowball Sampling and convinence sampling to collect 316 samples. The data were analyzed using LISREL, the structural equation modeling tool. The result shows that information and fashion are two major motivations that had positive influence to the perceived usefulness. Social motivation and entertainment motivation had positive influence on attitudes. Attitudes and the perceived usefulness had positive influence on the intention to adopt mobile TV. Social norm did not have significant effect on the intention. The implications of the findings and research limitations are discussed.

This thesis is a study of a new specification for end user interactivity developed by the Open Mobile Alliance, the specification is called OMA BCAST Service Interaction Function. The specification is one part of the OMA BCAST Service Enabler, which enables service delivery to mobile devices, where the most common service is mobile television. The Service Interaction Function enables end user interactivity related to a service, this could be a poll about the current television program or a chat where every message is presented to the users that are watching the same channel. The specification is still of draft version and the scope of this thesis has been to investigate the Service Interaction Function and implement a PC prototype.

Mobile television ( TV ) is a relatively new and unknown field of communication. Thus, role players in this field of communication find themselves in a new context for relationship. This raises the question as to what the key challenges in the relationship between content providers and users in mobile TV involve. More specifically, the following questions should be answered. Does mobile TV display particular characteristics of new media? If so, then how could content providers meet the challenge of understanding the user profile in mobile TV as a new medium? Also, how could content providers meet the challenge of adapting content provision according to the user experience of mobile TV as a new medium? This research paper explores these questions through means of an explorative literature study of relevant sources. Firstly, it provides a conceptual framework of mobile TV as well as an understanding of mobile TV within the greater context of new media. Secondly, it presents a means to understand the user profile in mobile N as a new medium. Lastly, it presents practical aspects that need to be considered when providing content for mobile TV as a new medium. The findings of the study can be summarised as follows: (a) Mobile TV portrays particular new media characteristics, such as, digitalisation, interactivity, hypertext, dispersal and virtuality. (b) A market-led approach should be employed in order to understand the user profile. (c) Mobile N content production should be integrated into the production process with the requirement that it is of a high quality and meets the technical and feasible limitations of the medium. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.

The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today's communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers' opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially 'free' mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.

Dans cette recherche, les usages de la télévision sur le téléphone portable seront saisis dans leur rapport aux contextes et aux situations auxquels ils sont ajustés. Cela concerne donc la manière dont on consulte et visionne des contenus audiovisuels sur des téléphones mobiles dans l’espace public en relation avec l’environnement. De quelle façon lesusagers mobilisent-ils les affordances matérielles et sensibles de l’environnement ? L’entrée par une approche comparative entre la France et la Roumanie, nous permet d’inclure dans l’analyse la dimension anthropologique trop souvent occultée de ces usages : de quelles façons ces usages sont-ils façonnés par les conventions collectives ?La question de l’identité de la télévision sur le téléphone portable se pose sous l’angle des frottements et tissages aux autres médias. Au niveau des méthodes, le tournant de la « nouvelle communication » de l’Ecole de Palo Alto conjugué au tournant « pragmatiste » implique un déplacement d’angle d’analyse par rapport aux perspectives cognitivistes : seules lesmanifestations (visibles, audibles, etc.) peuvent être analysées et non pas les raisons, les motivations ou les pensées enfouies dans la « tête » des usagers. Les résultats de cette recherche comportent dans ce sens une propositionméthodologique susceptible d’enrichir les réflexions en SIC autour d’un renouvellement des approches des usages émergents dans le contexte des nouveaux médias / In this research, the uses of television on the mobile phone will be studied in their relation to the contexts and situations to which they are adjusted. This concerns the ways in which users consult and watch television on their mobile phones in public spaces by taking into account the environment. How do users recognize and use sensitive material affordances allowed by the environment? The comparative approach between France and Romania allows us to include in the analysis the “anthropological dimension” of these uses. How these uses are in-formed by social norms ? The question of the identity of television on mobile phones is studied from the angle of frictions and contacts to other media. In terms of method, we were inspired by the "new communication turn" (the School of Palo Alto) and the "pragmatist turn”. This implies that onlyexpressions can be analyzed and not the reasons, motivations or thoughts hidden in the "head" of users. The results of this research include a proposal in this direction that may enrich the methodological reflections around a renewed approach of emerging uses

The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today¿s communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers¿ opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially ¿free¿ mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.

University of Macau / Faculty of Science and Technology / Department of Electrical and Electronics Engineering