Mobile telly is different

Traditional broadcasters need to understand that mobile TV is not just another channel but must be used differently if they are to get to grips with the new market.

Content will either have to be re-purposed for mobile or created specifically for mobile phones to be successful, according to Logica content and media VP Richard Porter. The success of user-generated content on services like YouTube means broadcasters will need to alter their scattergun approach. Porter used the example of Channel4's FourDocs programmes.

People will not use mobile TV in the same way as they use their plasma screens at home.