Edited By Alberto Abruzzese, Nello Barile, Julian Gebhardt and Jane Vincent
Part III The Transformation of Television: Contemporary Perspectives
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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