Le futur de la télévison mobile

Nokia a demandé à la London School of Economics d’examiner les répercussions de la télévision mobile. Ce rapport, intitulé, This box was made for walking (PDF), met en lumière les bouleversements qui guettent la télé pour son adaptation au mobile.

Voici quelques faits saillants:

-L’impact sur la pub se fera sentir de cette façon: les annonces publicitaires seront adaptés pour cellulaire: une durée de 5 secondes en moyenne.

– Croissance du contenu généré par le consommateur et du contenu local
– Nouveaux formats de distribution – Mobisodes : des épisodes fragmentés de courte durée seront offerts sur téléphones mobiles
– Accent mis sur le visuel: le programme aux longs dialogues est out, l’image est in !
– les plans seront repensés pour le mobile : les cadrages serrés et les gros plans seront privilégiés pour de meilleurs détails à l’écran.

et voici certaines citations qui m’ont un peu plus intéressées :

Mobile TV may replace traditional television in situations when users do not have access to a television set, and compete with television in some areas and products. But overall mobile TV will complement rather than replace traditional television. (…)
People are likely to watch mobile television to fill empty spaces in their daysuch as:
• Travelling and commuting;
• Unoccupied slots during the day such as lunch breaks;
• Waiting situations such as queues.
Such idle times can be filled by what one mobile content provider calls ”bus stop content”: entertaining content that does not demand full attention and could be ‘snacked on’ in short periods such as waiting for a bus or the doctor.
(…)

Et surtout le concept de “snackable content”

Mobile TV content has to be suitable for ‘snacking’: to accommodate consumers’ limited attention span and the limited sustained times they have available as well as the limited life of the battery. ‘Snackable’ content is not expected to be watched from beginning to end. “You get to grab a quick bit, and if you’re interrupted it’s no big deal.”37 Recent pilots show that the majority of users ‘snacked on’ between 5 and 40 minutes of mobile TV per day. The average length of each individual programme watched was less than five minutes.

Imprimez ce billet