MediaBuyerPlanner: Consumer spending on mobile broadcast TV will exceed $6.6 billion by 2012, with nearly 120 million mobile users in more than 40 countries receiving broadcast TV services, according to a new report from Juniper Research (via Net Imperative).
The report expects that the U.S. will be the largest single market for mobile broadcast TV by 2012, followed by Japan and Italy. Streamed TV packages will complement mobile broadcast TV, which will allow for the airing of minority viewing TV channels.
Advertising will continue to contribute to mobile TV revenues, but is likely to remain an incremental revenue stream, with subscription and pay-per-view to function as the main revenue generator.
In order for mobile to grow, the report stresses, regulators must make optimal UHF spectrum available as soon as is “practicably possible.” Vendors should ensure that broadcast TV chipsets are rapidly introduced to a wide range of mass market handsets to ease adoption.
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