MediaFLO USA Inc. has scooped up some exclusive mobile premieres since its launch in March and it plans to continue. In late June, the company broadcast the mobile premiere of MTV Network’s “Super Sweet 16: The Movie” before it hit the at-home TV airwaves, and it recently announced a full lineup of sports programming from its partners CBS, ESPN, Fox and NBC.
“Our research shows that consumers want live sports and that is what MediaFLO USA and our content partners are providing,” MediaFLO USA President Gina Lombardi wrote in an e-mail interview with RCR Wireless News. “Sports is certainly one of the key genres that mobile consumers desire, especially live events. In addition to sports, our research indicates that people want news, entertainment and children’s programming, and that’s exactly what we offer on FLO TV.”
Tennis, racing, golf
Live coverage of Wimbledon began airing June 25 for up to 10 hours a day on ESPN Mobile TV before another MediaFLO channel, NBC2Go, began sharing coverage of the tournament. NASCAR enthusiasts have already enjoyed live coverage of the Allstate 400. Next up for race fans will be the Pennsylvania 500, the NASCAR Nextel Cup, 3M Performance 400, the Sharpie 500 and the NASCAR Nextel Cup Series 500-all on ESPN Mobile TV with replays airing on Fox Sports Mobile. Busch Series events are also being run live on the mobile TV network.
MediaFLO is also hitting the links with live coverage of the Women’s and Seniors U.S. Open. Major League Soccer games will be broadcast through the second half of the season as well as live matches from the Under-20 FIFA World Cup this month.
In early August, the X Games are slated to be broadcast on the mobile TV network live from Los Angeles. The AST Dew Tour, which is already under way, will also be covered.
CBS Mobile is set to televise a full lineup of college sports, including beach volleyball, softball, weightlifting, wakeboarding, snowboarding and lacrosse. And finally, Arena Football fans will be able to enjoy live coverage of the playoffs through July.
Live sports coverage on the MediaFLO network has already surpassed more than 400 hours, including coverage of the U. S. Open golf championship, The Stanley Cup, men’s college basketball championship games, the Preakness Stakes and the qualifying races for the Indianapolis 500-all making their mobile debuts.
Different relationships
There is very little crossover between programming on Verizon Wireless’ Vcast Video (the carrier’s on-demand service) and that on Vcast TV (it’s branding for the MediaFLO offering), said Verizon spokesman Jeffrey Nelson.
“Obviously the relationships are different,” he said of the two offerings, with MediaFLO mostly taking the lead in programming the live, broadcast service.
“At any given time there are probably up to 1,000 clips available on Vcast Video,” Nelson said, adding that entertainment is the largest category.
“The timeliness of sports is perfect for the broadcast experience,” he said. “If you’re looking for just a scores update you’ve got lots of choices . but, if you want to watch the game, it’s FLO, it’s Vcast TV.”
Exclusive mobile deals
GoTV Networks Inc., which runs on wireless carriers 3G networks, is making its mark with some mobile premieres of its own. It’s pursued some programming that lives exclusively on mobile. GoTV’s Hip Hop Official channel was the only company to cover Ne-Yo’s Def Jam album release party last May, a GoTV spokeswoman said. The coverage included a three-part interview with the rising artist.
Modeo L.L.C. didn’t provide any insight into programming it has brought to mobile first. MobiTV Inc. was unavailable for comment but a mid-June press release highlighted its live coverage of the 2007 U.S. Open with its partner, NBC Universal Digital Distribution.
As for mobile exclusives on the MediaFLO network, Lombardi said it’s a possibility in the future.
“We are at the beginning of a new era in mobile television. We are excited about bringing a true mobile TV experience to consumers and offering content from some of the world’s best-known entertainment brands,” she added.
“We are working with our partners to open new market opportunities to all members of the mobile TV value chain. Our collective goal is to broaden FLO TV’s reach and extend our partners’ brands through one of the fastest emerging new mobile media platforms,” Lombardi wrote.
The MediaFLO service is currently available exclusively through Verizon Wireless. AT&T Mobility said it plans to launch a MediaFLO-powered service later this year.
