Adverts included in the programs

Apr 17, 2007 13:57 GMT  ·  By

The new trend in the mobile communication industry is surely going to be TV viewing as the videos are becoming more and more usual among handset owners.

The most amazing thing would be to actually interact with a TV show host via mobile phone. Regarding the matter, Ericsson and the Norwegian Broadcasting Corporation announced the launching of mobile TV advertising.

This seems to be a new marketing strategy for the advertisers that want to release content provided by an agency partner and an important change in the advertising formats.

As a result not only will the mobile device owners interact with a TV host but also chat or upload more personal content like videos or photos. The companies decided to release a trial program that is going to take place in Norway during two months. The trial is opened to the public, and volunteers will be able to easily access two TV channels and five radio ones that are property of NRK.

Ericsson also thought about making a TV show exclusively for mobile devices. No remote control is needed to enjoy your favorite TV show on the go.

The innovative thing is that the advertisements are going to be interactive and custom created for certain age, gender, location and personal interests, so that anyone can enjoy favorite content without too much effort.

The mobile owner will receive videos, banners, ticker texts and a lot of branded downloadable content, everything at high speed as Java applications are going to provide fast channel switching. "We are now welcoming the mobile TV of tomorrow. Bonuses include fast channel-switching, built-in interactivity and easy access to new services. And many viewers even appreciate adverts, as long as they are relevant and may help lower the price of the service." stated Gunnar Garfors, director of Developments at NRK.

The results of the trial are going to decide a future mobile TV advertising business service, which will definitely mean an important step forward for the broadcasters.