Worldwide revenues from broadcast mobile television are set to reach $11.7bn by 2011, according to latest forecasts. A new report from Juniper Research predicts that the UK at $989m will be a key market for the burgeoning medium, though Japan is expected to lead the market with revenues reaching $2.9bn. The US will follow closely at $1.8bn.
The three regions are regarded as prime breeding grounds for mobile TV because of their populations' large appetite for television viewing.
Although Japan is initially offering a free service on its Integrated Digital Broadcasting Services-Terrestrial (IDBS-T) 'One Seg' network, Juniper Research anticipates that the country will start charging for the service in 2008. And the company also predicts that Japan and the US will overtake South Korea in terms of numbers of subscribers despite the Asian nation's success with its Terrestrial Digital Mobile Broadcasting (T-DMB) technology.
Of the overall broadcast mobile TV subscriber market, Japan, the US and South Korea will make up 39%, with the other major markets being Germany, Italy, the UK, India and China, making up 36% by 2011. Juniper Research has shortlisted 26 key countries and regions around the world for broadcast mobile TV services.
A senior analyst at the company, Aditya Kaul, said: "2006 has been an interesting year for mobile TV, with a large number of announcements concerning broadcast trials and roll-outs, many of them timed with the World Cup in mind.
"The key highlights have been an increased uptake in streamed mobile TV services and surprising results from broadcast mobile television trials, showing a dramatic increase in the average time spent by the consumer on watching mobile TV."
Responding to scepticism over the degree of success for broadcast mobile TV, Kaul added that the medium "is definitely a step in the right direction. But its success will depend on many factors, such as the type of content, content rights, security, spectrum availability, business models, regulation and quality of indoor coverage".
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