Network TV using Mobile for Roundtrips

Television networks are increasingly turning to the mobile channel to drive audiences back to the TV screen for the debut of the fall season entertainment line-up.

Networks are launching official iPhone applications as well as mobile sites. Additionally, text alerts are being used to remind viewers their favorite shows are returning.

CBS uses mobile video. Recaps, previews and behind-the-scenes videos see the most traction for CBS.

“Your phone is arguably the most personal device you own,” said Paul Scanlan, president of MobiTV," Emeryville, CA. “As better devices and better content continue to drive mobile TV growth, networks and advertisers have an opportunity to reach an ever-increasing audience in new and more personal ways." Features like interactivity and immediate calls-to-action unique to mobile TV offer the consumer an enriched viewing experience.

“[The experience is] something networks can capitalize on, especially for big events like season premieres," he said. "In fact, earlier this year, Showtime debuted the season premieres for three of their most popular programs on MobiTV in advance of the television airing.” Users can sign up on CBS.com to receive alerts about CBS programming from How I Met Your Mother to CSI: Crime Scene Investigation. In addition, SMS alert sign-ups exist on each of the show homepages on CBS.com. The network’s reality hit, Big Brother, uses mobile weekly. Viewers vote every week and have an impact on the show’s outcome. mobile marketing is going to become more personal and interactive in the future. He cited new applications and said they are a new generation and provide more interactivity.

“[Mobile is] a great medium,” he said. “Large percentages [of people] carry mobile devices with them. With mobile we can do things in real time and push alerts are very powerful. You may not even be thinking about CSI and then we can send an alert with something relevant to the show. “Devices are always connected and more interactivity means they’re always engaging.” From Mobile Marketer at http://bit.ly/z1Zvy

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