MTV: Absence of data impeding mobile TV

Even more from 3GSM: MTV Networks SVP of digital media Gideon Bierer said a scarcity of objective data on mobile TV consumption is stunting the medium's growth, and threatens to render it uncompetitive. According to Bierer, content owners typically offer viewing windows predicated upon audience size, making concrete viewership data essential for future negotiation. He added that audience metrics will support mobile TV as an advertising proposition, and said to date, MTV has not yet sold any advertising based solely on its mobile TV output, which now includes 40 channels in 16 countries.

"We think this is bread and butter for the industry, to get standard metrics," Bierer told a 3GSM audience. "The characteristics that make other established content media work well are generally absent in mobile."

For more on Bierer's speech:
- read this NewMediaAge article

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- MTV appeals to mobile consumers via "Bananas"