Harris and Rentrak to Measure Mobile DTV

In the US, broadcast industry organization The Open Mobile Video Coalition (OMVC) has partnered with Harris Interactive and multi-screen media research firm Rentrak to study consumer usage habits for mobile digital TV (Mobile DTV).

OMVC is a voluntary association of TV broadcasters, dedicated to accelerating the development of Mobile DTV in the US.

It has commissioned Harris and Rentrak to study consumer behaviour during its 'Mobile DTV Consumer Showcase' - which begins in March in Washington, DC, and is being hosted to understand factors that may motivate greater usage of the technology, while learning more about the qual aspects of the user experience.

During the event, local TV stations will be transmitting up to 20 channels to hundreds of mobile devices used by viewers and local residents.

They will test Mobile DTV with a range of devices, including netbook computers, cell phones, accessory Wi-Fi receivers, and portable DVD players that have been equipped with the new receiving technology.

At the Showcase, OMVC is planning an evaluation of quant and qual usage for each of the selected device platforms.

Jointly, OMVC, Harris Interactive and Rentrak will utilize Harris's Early Adopter Community (EAC) and Rentrak's Mobile Essentials service to measure and perform a detailed analysis of consumer viewing trend patterns.

'One of the key advantages of Mobile DTV is the built-in ability to measure viewer activity, giving broadcasters a much better picture of what consumers are actually watching, when they watch, and where,' stated OMVC President Brandon Burgess, who is also Chairman and CEO of ION Media Networks.

'We've selected Harris Interactive and Rentrak to perform this important service with devices that have a return channel, and we anticipate that this window into consumer behavior will help us deliver more relevant information and entertainment to viewers who are on-the-go.'

Web sites: www.openmobilevideo.com , www.harrisinteractive.com and www.rentrak.com .