February 20, 2006

Mobile Programming Lessons: Keep It Short and Sweet

Cable programmers share tips on which genres work best on pocket platforms.

By Sharon Kennedy

While it may seem to viewers that programmers merely flip a few switches to produce programming in HD, the truth is the industry continues to operate on a learning curve, finding the right mix of equipment, camera angles, lighting and even makeup (some actors are concerned about how their skin looks under the super-sensitive gaze of HD).

Short comedy clips and music videos are natural fits for mobile platforms, MTV Networks' Greg Clayman says.

For some cable programmers, a similar effort is under way to create content that will click with audiences who prefer small, portable devices.

Whether it's sports, news or music videos, programmers seem to agree on one thing: Keep it short and sweet. Since people generally use mobile devices in spurts, it's not likely that a 60-minute show produced for TV will translate into good mobile viewing. And while mobile content works best if produced specifically for mobile devices, it doesn't necessarily have to be newly produced. Content can be re-purposed, as long as it's reconfigured, reedited or reformatted to fit a tiny screen and the desires of viewers on the move.

"Comedy tends to be a big hit," says Greg Clayman, VP of wireless strategy and operations for MTV Networks. "Short clips of stand-up, and some of our comedy shows, like The Daily Show on Comedy Central, are a giant hit in the mobile space." Why? "It's to the point. It's not an hour-long drama where you have to be intimately involved and pay attention to everything that's going on," a plus for portable users who may be distracted momentarily while watching video.

Another genre showing early success is the music video ("thank God," MTV's Clayman laughs), which has seen incredibly fast pickups on Amp'd Mobile, an MTV partner. "You're programming for somebody who has three to seven minutes; the music video is the perfect length," Clayman says. Content development plans include viral video (user-generated content), video game news and reviews, additional music video programming such as making of the video and recording artist biographies and multiple series produced specifically for cell phones. Look for MTV Networks to continue its mobile expansion.

Tall-tale debunking series Mythbusters is among the existing content Discovery expects to do well in the mobile space.

With expansion, special production divisions are sprouting up to address optimum content for mobile and wireless. MTV Networks has one, as do Discovery Networks and ESPN.

"We're focusing very much on clip quality," says Manish Jha, SVP and GM of Mobile ESPN, the cell phone service. "We think about camera angles so that you get close-up shots on a 2-inch screen—wide-angle shots don't do as well. We are doing custom graphics—if you put [TV graphics] on a 2-inch screen, they're virtually unreadable."

ESPN pays attention to the mobile consumption pattern, too. "We need to tell a story in 30 seconds or in one minute," Jha says.

Interestingly, ESPN consumers ranked audio/video content (highlight clips, game recaps, video alerts) fourth in terms of content desired on their mobile phones. Data (real-time scores, stats and information-breaking news delivered through alerts) placed first, with personalization of information and fantasy games following.

Not all mobile content needs to come from TV shows. Discovery Communications senior executive VP of strategy and development Don Baer sees mobile video providing portable info to travelers. "Imagine mobile travel guides—where you're going, or you're already there and you want to find out more about the background and context of the place. We think that's going to be very strong," he says. Other areas in development for mobile include health and education. Silver Spring is serious about mobile: Discovery Networks already has deployed content for portable devices with 21 carriers in 11 countries.

Will the correct mix of content, angles and brevity be found? The jury's out, but with programmers creating divisions to address mobile viewing, it appears they believe the burgeoning market merits a serious look.