Presentation of the study „advertising funding and mobile TV“

Together with Prof. Dr. Otto Petrovic and Mag. Emanuel Maxl Dr. DI Christian Kittl presented a new study on behalf of the Austrian Regulatory Authority for Broadcasting and Telecommunications (RTR-GmbH) that analyses possibilities to increase user numbers of broadcasting based mobile TV in Austria that is advertising funded.

Differents kinds of advertisement for mobile TV and business models were examined in an international benchmark. The results served as a basis for a discussion with experts from Austrian broadcasters, telecommunication and advertising branch. Recommendations for action were derived and handed over to these stakeholders as well as the public authorities. Development of broadcasting based mobile TV in important European countries, especially Germany, turned out to be a central general requirement for the success of the measures because a concentrated course of action is expedient in many areas (such as availability of devices, roaming possibilities etc.).

The study was published in the series of the Austrian Regulatory Authority for Broadcasting and Telecommunications (RTR-GmbH) and is accessible at http://www.rtr.at/de/komp/Publikationen/SchriftenreiheNr32009.pdf