The relationship between content providers and users in mobile television / Liesl-Dana van Schalkwyk
Van Schalkwyk, Liesl-Dana
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Mobile television ( TV ) is a relatively new and unknown field of communication. Thus, role players in this field of communication find themselves in a new context for relationship. This raises the question as to what the key challenges in the relationship between content providers and users in mobile TV involve. More specifically, the following questions should be answered. Does mobile TV display particular characteristics of new media? If so, then how could content providers meet the challenge of understanding the user profile in mobile TV as a new medium? Also, how could content providers meet the challenge of adapting content provision according to the user experience of mobile TV as a new medium? This research paper explores these questions through means of an explorative literature study of relevant sources. Firstly, it provides a conceptual framework of mobile TV as well as an understanding of mobile TV within the greater context of new media. Secondly, it presents a means to understand the user profile in mobile N as a new medium. Lastly, it presents practical aspects that need to be considered when providing content for mobile TV as a new medium. The findings of the study can be summarised as follows: (a) Mobile TV portrays particular new media characteristics, such as, digitalisation, interactivity, hypertext, dispersal and virtuality. (b) A market-led approach should be employed in order to understand the user profile. (c) Mobile N content production should be integrated into the production process with the requirement that it is of a high quality and meets the technical and feasible limitations of the medium.
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