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A Discussion on Digital Media Broadcasting in Korea

In the United States, streaming live video to a mobile device is a fairly new and cumbersome process. Verizon’s V-Cast has allowed users to stream live TV over 3G onto mobile devices. In 2005, Korea launched a service called Digital Media Broadcasting (DMB). DMB allows for the transmission of live TV and data to mobile devices, such as cell phones, car navigation systems, and laptops. It comes in two forms, terrestrial (free), and satellite ($14 a month). The Satellite-DMB provides more channels and has better reception compared to Terrestrial-DMB. In 2009, a study called “Motivators for the intention to use mobile TV: A comparison of South Korean males and females” was conducted to examine how different genders view DMB in Korea, and the possible implications for marketing the service.

The responses from the 256 undergraduate students surveyed in Korea came in the form of both quantitative and qualitative data. The authors of the study hypothesized that uses and gratification motivators for DMB users would include entertainment, social interaction, permanent access, pass time, and fashion and status. The survey results indicated that there were a few differences based on gender.

Men viewed a DMB device “like a toy, and perceive[d] the ownership of a mobile phone as a status symbol, [while] females were more concerned about the generic calling function of the device” (Choi, Kim, & McMillan, 2009). Women also gave much more weight to the social benefits that came with owning a DMB device. It was very important that DMB helped them stay in contact with friends and family. The authors recommended that the gender results should be used in DMB marketing.

Analysis

While understanding the motivation for consumers to use DMB devices is important, there is a much larger question at stake: what is the future of streaming video content – live through DMB or through video on demand (VOD)? The study pointed out that DMB was an effective service because people would not have to return home at a specific time to watch TV; instead they could watch it anywhere. However, a major flaw with this is that TV consumption trends are changing. People will want to watch video on demand instead of being restricted to watch programming only when it is broadcast live.

Similar, yet significantly different than DMB, VOD provides an alternative to live television through mobile devices. Since 2009, VOD has become much more popular in the United States. Instead of watching TV when it is live, consumers in the United States are downloading and streaming shows through iTunes, Amazon, Netflix, and other services. Since people can start and stop a program at their convenience, VOD is a much more convenient way to consume content compared to DMB. If rights issues are resolved, this could become the case in Korea, and in many other places around the world. In order to stay viable long term, DMB must allow for video on demand services.

Questions for Discussion

Have you tried to live stream a video to your mobile device? If so, what was your experience?

Do you think streaming live TV has a future, or will everyone want his or her video on demand?

Do you use your mobile device as a fashion or status symbol?

Do you use your mobile device for the calling features or social functions?

Resources

Choi, Y. K., Kim, J., & McMillan, S. (2009). otivators for the intention to use mobile TV: A comparison of South Korean males and females. International Journal of Advertising (28), 147.

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Transmedia Term Project

I have changed the focus of my term project for Evolutions and Trends in Digital Media. Instead of focusing on the broad topic of online video, I will focus on another one of my interests: Transmedia. Transmedia is a growing field in the media industry. It is an “art of conveying messages, themes or storylines to mass audiences through the artful and well planned use of multiple media platforms.”  (Jenkins, 2006)

Thesis: The future of media will be much richer and engaging through Transmeida storytelling.

Statement of Intent:

When I was young I created my own form of Transmedia. I had action figures like Batman, Wolverine, and the Ninja Turtles (they are not dolls when you’re a guy!). I would take these toys and continue their stories past what I had seen in the movies or television. We can still create these stories on our own, but brands are starting to do this for us by furthering the stories of their characters through Transmedia.

Early stages of Transmedia might only include an action figure or some kind of other promotional material, but today that has changed. Entertainment companies have been able to “develop new brands and entrance, educate and engulf a global audience” (Phillips, 2010). You can see it through shows like Lost that have a web series, comic books, and more. Brands want to create a more engaged audience, and the only way to do that is through building a larger relationship between the fan and the characters. That is why this industry seems to be growing, and will likely get much larger in the future.

Source:

Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York, NY: NYU Press.

Phillips, S. (2010). Transmedia: What We’ve All Been Waiting For?. License! Global, 13 (9), 10. Retrieved from EBSCOhost.

 

 
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Posted by on April 12, 2011 in Uncategorized

 

Seeing What’s Next: Windows Phone 7?

The Windows Phone 7… yeah I know… I forgot about it to… that was until I started reading Seeing What’s Next by Clayton M. Christensen. The book explores how understanding innovation can help people predict the future. Well, it might not help predict the right lottery numbers, but it can help predict how to determine if a product or service will be successful. Oh, I almost forgot again, back to the Windows Phone 7 (WP7). While reading Christensen, I was finally able to understand Microsoft’s somewhat odd marketing campaign for WP7. Their “Really” campaign finally started to make sense.

Christensen identifies three main signals of change for a potential customer group. There are Nonconsumers who are “not consuming any product or consuming only in inconvenient settings”, Undershot customers “who consume a product but are frustrated with its limitations”, and Overshot customers that “stop paying for further improvements in performance that historically had merited attractive price premiums” (Christensen, 5). Microsoft could have pulled a Steve Jobs and tried to target the Undershot customers by adding extra features, but instead they targeted the Nonconsumers and Overshot Customers.

At an adoption rate of only 31% in the United States, Microsoft had the potential to reach a large group of smart phone Nonconsumers.

They tried to reach this new market the “Really” campaign. They targeted an audience that was fed up with their friends, family, or others around them who were addicted to their smart phone (surfing the web while using a urinal does take a certain type of dedication… don’t worry, it’s from the campaign, I haven’t done it). Microsoft anticipated that the Nonconsumers were worried that by buying a smart phone that they could become one of the many people addicted to their phone as well, so they invented a “phone to save us from our phones”.

In addition to the Nonconsumers, Microsoft has been able to target the Overshot customers who don’t care about new features that may come with an iPhone or Android device. Their targets are people that just want to check their email, and want giant buttons to do it.

Unfortunately for Microsoft, even though the Nonconsumers and Overshot customers seemed like good target markets, they haven’t been successful. For example, as of January 2011, Microsoft had sold a total of 1.5 million WP7’s. In comparison there are over 300,000 Android devices activated daily.

There are many possible reasons that the WP7 has been unsuccessful, but there is one that may explain why people were not actually receptive to the “Really” campaign. People may complain about their friends or family using their smart phones too much, but when it comes down to it, they want to stay just as connected as everyone else. Microsoft will have a very tough battle ahead to rebrand theWP7 (but at least it’s not the Kin). Even though targeting these customer groups seemed like a good idea, their audience was not receptive. Hopefully Microsoft can rebrand the WP7 before everyone else forgets about it as well.

 
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Posted by on April 11, 2011 in Uncategorized

 

Multimedia Storytelling: Final Class

I am more than impressed with the presentations in Multimedia Storytelling. The Unplugged Sundays and He Said She Said were great. Good job everyone. The pacing was great and the stories were well told.

Thanks to my group for all of your hard work. The Real Social Guru turned out great. It is surprising how much work it was to shoot a three episode series.

I look forward to working with all of you in the future!

 
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Posted by on December 16, 2010 in Uncategorized

 

Why didn’t MTV’s distribution strategy work?

The biggest question that I came away with from my storytelling class tonight was this: Why did the MTV distribution model fail? It should have worked.  MTV allowed partners to embed its media player onto their sites. This should have increased viewership for all of their content, and by doing so they should have increased revenue from advertisers. Why didn’t this strategy work? Does anyone have any ideas?

 
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Posted by on December 2, 2010 in Uncategorized

 

The Future of the Web

Take a look into the future. There will be an app for that, not a cat for that!

 
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Posted by on November 29, 2010 in Uncategorized

 

Recap of Storytelling Class

So here is a quick recap of our class tonight:

Best. Class. Ever.

 
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Posted by on November 18, 2010 in Uncategorized