And just to muddy the waters, here are the interim results from the Oxford trial being given a very happy clappy spin in the official press release:
OXFORD TRIAL REVEALS STRONG CONSUMER DEMAND FOR MULTI-CHANNEL BROADCAST TV ON MOBILE PHONES
· Clear consumer demand for the creation of a nationwide, mass-market, multi-channel mobile broadcasting service
· Usage and viewing duration are exceptionally high and the vast majority of consumers are satisfied with the services
Interim results from the Oxford Mobile TV trial of multi-channel broadcast TV to mobile handsets have revealed a high level of consumer interest in a commercial Mobile Broadcasting service in the UK. The first phase results from the Oxford Mobile TV trial, a partnership between Arqiva and O2, which offers 24 hour, live access to 16 TV channels, show that 83% of triallists are satisfied with the end-to-end service provided. In addition, 76% of triallists indicate that they would take up the service within 12 months.
Highlights from the trial to date include indications that the 375 triallists, all O2 customers representing a wide range of demographics, are choosing to access TV on their mobiles for an average of 23 minutes per session, with 1 to 2 sessions per day. Overall, triallists are viewing for around an average of 3 hours per week, with one group of enthusiasts viewing over 5 hours per week. Demand is high in the morning and in the early evening, with viewers using the service mainly in the home, at work and on the daily commute. For 31%1 of triallists, the trial has given them their first access to multi-channel TV not currently available to them on their normal TV - heralding mobile broadcast's role in bringing digital TV services to the mass market in the UK.
Interestingly, the results also demonstrate a lunchtime viewing peak higher than the normal TV pattern, suggesting that viewers are enjoying news, sports and their favourite daytime soaps while on their lunch break.
The strong channel line-up on offer in the Oxford Mobile TV trial, which includes a selection of terrestrial channels from the BBC, ITV, Channel 4 and Five, coupled with programming from Sky, MTV and other content providers, has proven to be a key factor in the high satisfaction levels. Ease of use and high picture and sound quality were additional factors.
As well as having the choice of 16 channels, viewers benefit from a wide selection of content genres suitable for viewing on their mobile handset. The most popular being: news, soaps, music, documentaries and sports. 33% of triallists also indicated that they are looking for some made for mobile programming, and even some long-form content (e.g. movies) is proving suitable for watching on mobile handsets.
Demand for additional multi-media services is high including digital radio, interactive services and 'live' links to channel web-sites. 7 out of 10 triallists would like to have digital radio channels included in a commercial service.
(snip - quotes and guff)
Arqiva and O2 expect to announce final results from the Oxford Mobile TV trial in the spring of 2006.