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The New Television Ecosystem

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Edited By Alberto Abruzzese, Nello Barile, Julian Gebhardt and Jane Vincent

This highly topical book deals with the new frontiers of digital television addressing the challenges it faces as a result of the upsurge of new and converging digital technologies. In a world which has developed online interactivity and new roles for its users, a new scenario of the domestic sphere is emerging where television has lost its dominance within audiovisual products to the Internet, videogames, tablets, mobile phones, and more. Contemporary digital television is thus a field where different platforms, languages and formats compete in order to become the dominant standard for the future. In this new TV ecosystem audiences are negotiating their identities and are implementing practices of use which are redesigning the entire processes for TV production and consumption.

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Part III The Transformation of Television: Contemporary Perspectives

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141 Juan Miguel Aguado, Claudio Feijóo, Inmaculada J. Martínez & Marta Roel Mobile Television, a Paradigmatic Case on the Uncertainties and Op- portunities of the New Media Ecosystem Introduction The television ecosystem is currently undergoing a perfect storm of techno- logical, regulatory and sociological changes. Internet and screen diversification are amongst the drivers that contribute to these transformations. Defining televi- sion according to a given technology or a given way of consumption is no longer possible. Television contents can now be accessed through different windows and in different ways. In this context, mobile television constitutes a relevant example of the problems related to the convergence between broadcasting schemes and telecommunications services. Despite the expectations raised in the mobile and media industries, mobile tele- vision has not yet found its commercial expression in Europe, and even in the case of countries like Japan or Korea, where it has enjoyed relative success, mo- bile TV finds itself in an impasse (Feijóo, Gómez-Barroso and Ramos-Villaverde, 2010). On the basis of techno-economic ecosystem analysis (Babe, 1995; Ballon, 2007), we carry out an exploratory approach to the causes for the modest adoption of mobile TV in Europe. This may prove helpful in understanding not only the specificity of the mobile environment, but also the kinds of challenges that multi- screen convergent television services are obliged to face in order to survive radi- cal changes in their ecosystem. In fact, beyond the technical and economic barri- ers related to the very specificity of...

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