Open Mobile Video Coalition Joins Forces With Harris Interactive and Rentrak to Measure and Analyze Consumer Mobile Digital Tele
February 02 2010 - 8:00AM
PR Newswire (US)
--Washington, D.C. Mobile DTV Consumer Showcase Ideal Opportunity
to Study Consumer Behavior with Rich Menu of Local Programming--
WASHINGTON, Feb. 2 /PRNewswire-FirstCall/ -- The Open Mobile Video
Coalition (OMVC), a broadcast industry organization dedicated to
accelerating over-the-air Mobile Digital Television, announced
today that it is teaming with Harris Interactive (NASDAQ:HPOL), a
leading global market research firm, and Rentrak Corporation
(NASDAQ:RENT), a leader in multi-screen media measurement serving
the entertainment and advertising industries, to work in tandem to
study consumer usage habits during OMVC's Mobile DTV Consumer
Showcase in Washington, D.C. With more than 30 television stations
now transmitting Mobile DTV signals throughout the country, the
number of local broadcasters upgrading to enable the newly-minted
Mobile DTV standard is expected to mushroom throughout 2010. Eight
local area television stations will be transmitting up to 20
channels of free and premium broadcast TV programming to hundreds
of mobile devices that will be used by actual viewers and local
residents. Washington-area viewers will try Mobile DTV with a range
of devices, including netbook computers, cell phones, accessory
Wi-Fi receivers, and portable DVD players that have been specially
equipped with the new Mobile DTV receiving circuitry. Mobile DTV
applications to be tested, under a recently approved technical
standard, include favorite live, local television programs just as
they are transmitted to D.C.-area homes, interactive broadcasts
made possible by the new Mobile DTV standard, and lifesaving
emergency alerts for weather incidents and other unforeseen events.
During the Washington, D.C. Consumer Showcase, OMVC is planning an
evaluation of quantitative and qualitative usage for each of the
selected device platforms. The purpose of the Showcase is to
understand factors that may motivate greater usage of Mobile DTV,
early adoption, propensity to tolerate pay services, interactive
services and usage patterns, as well as to learn more about the
core qualitative aspects of the user experience from pre-adoption
to post-usage insights. Jointly, OMVC, Harris Interactive and
Rentrak will utilize Harris's Early Adopter Community (EAC) and
Rentrak's Mobile Essentials(TM) service during the spring and
summer to measure and perform a detailed analysis of consumer
viewing trend patterns. Harris's EAC is an innovative and powerful
web-based research tool that will survey testers regarding their
attitudes and opinions about Mobile DTV viewing. Key metrics that
will be studied by team during the project include determining the
most active day parts, how long viewers remain engaged, and what
genres of content are most compelling and frequently viewed. "One
of the key advantages of Mobile DTV is the built-in ability to
measure viewer activity, giving broadcasters a much better picture
of what consumers are actually watching, when they watch, and
where. We've selected Harris Interactive and Rentrak to perform
this important service with devices that have a return channel, and
we anticipate that this window into consumer behavior will help us
deliver more relevant information and entertainment to viewers who
are on-the-go," said Brandon Burgess, OMVC President and ION Media
Networks Chairman and CEO. "The Early Adopter Community provides an
excellent opportunity to observe and analyze viewing trend
patterns," stated Harris Interactive President and CEO, Kimberly
Till. "Bringing hundreds of people together to experience Mobile
DTV content in a private, online setting allows for true feedback
about consumer attitudes, opinions and behavior in this emerging
broadcast television market. We are thrilled to be a part of this
research with the OMVC and Rentrak." "Rentrak is bullish about the
future of delivering broadcast television content across all
screens, including mobile devices. We are very pleased to be
working with the OMVC and Harris Interactive to further study and
share field trial knowledge with key industry stakeholders who are
evaluating how to best to engage consumers who view television and
video content on mobile devices," said Ken Papagan, president and
chief strategy officer at Rentrak Corporation. Washington area
stations participating in the OMVC Consumer Showcase include
WDCA-DT (Fox Television Stations); WUSA-DT (Gannett Broadcasting);
WPXW-DT (ION Media Networks); WRC-DT (NBC Universal); WHUT-DT
(Howard University/PBS); WNVC-DT (MHz Networks); WNUV-DT (Sinclair
Broadcast Group); and WFDC-DT (Univision Communications); About The
Open Mobile Video Coalition The Open Mobile Video Coalition is a
voluntary association of television broadcasters whose mission is
to accelerate the development of mobile digital television in the
United States. The OMVC is composed of 29 members that own and
operate over 450 commercial television stations, as well as the
Association of Public Television Stations, Corporation for Public
Broadcasting and the Public Broadcasting Service, which represent
an additional 360 public television stations. Membership in the
OMVC is open to all U.S. - based television broadcasters. About
Harris Interactive (NASDAQ:HPOL) Harris Interactive is one of the
world's leading custom market research firms, leveraging research,
technology, and business acumen to transform relevant insight into
actionable foresight. Known widely for the Harris Poll and for
pioneering innovative research methodologies, Harris offers
expertise in a wide range of industries including healthcare,
technology, public affairs, energy, telecommunications, financial
services, insurance, media, retail, restaurant, and consumer
package goods. Serving clients in over 215 countries and
territories through our North American, European, and Asian offices
and a network of independent market research firms, Harris
specializes in delivering research solutions that help us - and our
clients - stay ahead of what's next. For more information, please
visit www.harrisinteractive.com. About Rentrak Corporation Rentrak
Corporation (NASDAQ:RENT) is a global digital media measurement and
research company, serving the most recognizable companies in the
entertainment industry. With a reach across numerous platforms
including box office, home entertainment, on-demand and linear
television, broadband and mobile, Rentrak is headquartered in
Portland, Oregon, with additional offices worldwide in Los Angeles,
New York City, Miami/Ft. Lauderdale, Argentina, Australia, China,
France, Germany, Mexico, Russia, Spain and the United Kingdom. For
more information on any of Rentrak's services, please visit
http://www.rentrak.com/. Contact for OMVC: Dave Arland Office:
317-701-0084 E-mail: Contact for Harris Interactive: Alyssa Hall
Office: 212-539-6900 E-mail: Contact for Rentrak Corporation:
Sallie Olmsted / Amanda Bartz Office: 310-854-8124 / 310-854-8151
E-mail: / DATASOURCE: Rentrak Corporation CONTACT: Sallie Olmsted,
+1-310-854-8124, , or Amanda Bartz, +1-310-854-8151, , both for
Rentrak Corporation; Dave Arland, +1-317-701-0084, , for OMVC;
Alyssa Hall, +1-212-539-6900, , for Harris Interactive Web Site:
http://www.rentrak.com/
Copyright
Harris Interactive, Inc. (MM) (NASDAQ:HPOL)
Historical Stock Chart
From Jun 2024 to Jul 2024
Harris Interactive, Inc. (MM) (NASDAQ:HPOL)
Historical Stock Chart
From Jul 2023 to Jul 2024