Telecom Italia Wants Fresh Approach To Mobiletv

摘要

Telecom Italia, one of the first telecommunications operators to launch DVB-H mobile television, is calling on broadcasters and advertisers to adopt fresh perspectives on advertising on the new platform. The telecommunications company believes that advertising will become an essential part of the mobile broadcasting business model and that it, rather than the subscription or pay-per-view, could eventually provide the primary revenue stream. "Advertising is not now within the balance sheet of a DVB-H operator," said Gian Paulo Balboni, senior programme manager for television and multimedia at Telecom Italia. "A new perspective is needed to be able to explore all the potential advantages of new advertising paradigms. We need to be able to change from a blind 'cost per (mil)' (CPM) spending to a return on investment that any advertiser can understand." Balboni argued that the CPM - the amount of money an advertiser pays to reach 1,000 viewers-could eventually increase by a factor or two, or even 10, for mobile television. This was because mobile television offered a more personal experience and the ability to reach niche audiences.