NBC, MobiTV Put Must-See Mobile On-Demand

Hey, if Hiro can shift through time at will, why shouldn't mobile televison viewers?

NBC Universal has announced a deal with MobiTV to make its primetime hits "Heroes," "The Office," "Battlestar Galactica," "Monk," Friday Night Lights and others available on demand via mobile phones - and will launch five ad-supported channels featuring short-form entertainment from NBC Universal networks Sci-Fi, USA, Bravo, Telemundo and mun2.

Now this is what mobile television should be - over the air and on demand.

"This is an extraordinary partnership with MobiTV and we're excited to be the first major network to offer our viewers wireless access to their favorite primetime shows on demand," Jean-Briac (JB) Perrette,
president, NBC Universal Digital Distribution, says in a statement. "In addition, this groundbreaking deal with MobiTV will create another platform for NBCU's partner advertisers to reach their audience."

I interview MobiTV founder Paul Scanlon in BRANDING UNBOUND the book, where he talks about the tremendous success the service has found serving viewers, programmers and marketers through a variety of offerings (including a branded television channel for Jeep, and targeted advertising delivered to specific individuals).

I talked to him again about a week ago and asked why streamed television via mobile handsets would be compelling against offerings such as SlingBox, which allow you to access DVR content from your home TV - on demand and over the air (maybe I'll do a podcast of the interview sometime soon). He kept this announcement close to his vest, and overall, I think it's a great move. I think the choice between live TV and on demand could be very powerful for mobiTV and its 2 million subscribers alike.

It is, in essence, must-see mobile.

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BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
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