Smart, 360media launch RP's 1st commercial mobile TV service

By Erwin Oliva
INQUIRER.net

TAGUIG CITY, Philippines -- The first commercial mobile TV service in the Philippines was launched Tuesday.

Mobile network Smart Communications and broadcast firm 360media Corp., a subsidiary of MediaQuest Holdings, are behind this new service. Using the digital video broadcasting-handheld (DVB-H)standard, subscribers with mobile TV-capable handsets can start viewing several channels covering news, music, sports and documentaries for a monthly fee of P488.

DVB-H is a technical standard for broadcasting video content to handheld devices, which is backed by the European Union. It is just one of many standards now available for the handheld.

Smart said the service is available to both paid and pre-paid subscribers.

The service, dubbed myTV, will be availabe in "Mega Manila," Cebu, Davao, Tagaytay, Batangas and Baguio City. It will be rolled out to Cagayan de Oro and Boracay soon.

The mobile TV service will be free to subscribers until August 31.

"This is literally unchaining television and letting it go. TV will be literally in the palm of your hand," said Napoleon Nazareno, Smart president and chief executive officer.

Nazareno said that myTV will be different from its streaming video service on its 3G network, adding that this service is more like "TV on the fly."

Orlando Vea, president and chief executive officer of 360media Corp., stressed that both companies are bringing in another disruptive technology in the country that will "revolutionize" TV viewing in the country.

Vea said that 360Media alone will be investing $50 million in three years.

Nazareno added that Smart has also invested in myTV, but he did not disclose the amount put in for the service.

Vea said studies show that people view TV four hours a day on the average. He believes that mobile TV will change the viewing habits of consumers.

Consumer studies and service trials were conducted early this year. Smart said that there was "strong acceptance for mobile TV," the company said.

Raymund Miranda, 360Media managing director, said that its own local studies showed people viewing mobile TV as long as they view regular TV, implying that mobile TV could supplant demand for cable television especially in areas not reached by local providers.

Vea however stressed that mobile TV won't replace television but will "expand" the market for television.

Danilo Mojica, head of Smart's Wireless Consumer Division, said that consumer studies indicated that people are willing to view television on their handheld devices while waiting or when idle.

Asked if myTV would soon offer "snack TV," or bite size content instead of full programs, Miranda said the first phase of the service will roll out a "base content" but more premium services will be available.

"We will start with 10 channels but we're quickly moving into that direction," added Mojica.

Miranda said 360media will co-produce or produce its content for myTV.

Among the TV channels that will be made available are CNN, MTV Philippines, Cartoon Network, National Geographic, Pinoy Box Office, the History Channel, Solar Sports, Basketball TV, ETC, Jack TV, and soon, PBA games.

Smart said myTV is not transmitted through a cellular network via video streaming nor is it a video download service now available on 3G cellular networks.

360media is formerly known as GV Broadcasting System Inc.