OMVC, Harris, Rentrak to measure mobile TV patterns

The Open Mobile Video Coalition (OMVC), a broadcast industry organisation dedicated to accelerating over-the-air Mobile Digital Television, is teaming with Harris Interactive, a global market research firm, and Rentrak, a specialist in multi-screen media measurement, to study consumer usage habits during OMVC’s Mobile DTV Consumer Showcase in Washington.

With more than 30 television stations now transmitting Mobile DTV signals throughout the country, the number of local broadcasters upgrading to enable the newly-minted Mobile DTV standard is expected to mushroom throughout 2010.

During the Washington, D.C. Consumer Showcase, OMVC is planning an evaluation of quantitative and qualitative usage for each of the selected device platforms. The purpose of the Showcase is to understand factors that may motivate greater usage of Mobile DTV, early adoption, propensity to tolerate pay services, interactive services and usage patterns, as well as to learn more about the core qualitative aspects of the user experience from pre-adoption to post-usage insights.

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