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This article does not mention mobi. But is still very interesting
Hollywood Loves the Tiny Screen. Advertisers Don’t.
LOS ANGELES, May 6 — Superman has the power to leap tall buildings. But leaping onto a cellphone screen is proving a little trickier.
Six short videos have been made from the TV show “Smallville.”
Warner Brothers recently created a six-episode series of short videos for mobile devices based on the popular Superman television show, “Smallville.” The episodes tracked the history of Oliver Queen, the “Smallville” billionaire mayor who, like Clark Kent, has a superhero alter ego, the Green Arrow.
For Warner, it was a way to tell the Green Arrow story that might have otherwise been missed. “We were never able to do that in the show,” Lisa Gregorian, the executive vice president of worldwide television marketing for Warner Brothers Television Group, said of the “Smallville Legends” mobile series.
But while short, multiepisode cellphone series are growing in popularity, the lucrative advertising dollars prevalent in other entertainment segments — and which studios rely on for profit — have been slow to migrate to the supersmall screen. Sprint, which underwrote the series as part of an overall deal with Warner, was the only sponsor, Ms. Gregorian said.
In the two years since Fox Mobile and MTV Networks pioneered the market for cellphone programming, almost every major film and television studio is developing projects. But, for now, advertisers are reluctant to abandon traditional formats.
In 2006, $421 million was spent on mobile phone advertising, said a study by the market research firm eMarketer. By contrast, broadcast television advertising was estimated at $48 billion last year, according to the Universal McCann media agency.
“If you think about what the market could be from an advertising perspective, it is a dream,” said Linda Barrabee, an analyst for wireless mobile communications at the Yankee Group, a research firm in Boston.
read more here-
http://www.nytimes.com/2007/05/07/business/media/07cell.html?_r=1&th&emc=th&oref=slogin
Hollywood Loves the Tiny Screen. Advertisers Don’t.
LOS ANGELES, May 6 — Superman has the power to leap tall buildings. But leaping onto a cellphone screen is proving a little trickier.
Six short videos have been made from the TV show “Smallville.”
Warner Brothers recently created a six-episode series of short videos for mobile devices based on the popular Superman television show, “Smallville.” The episodes tracked the history of Oliver Queen, the “Smallville” billionaire mayor who, like Clark Kent, has a superhero alter ego, the Green Arrow.
For Warner, it was a way to tell the Green Arrow story that might have otherwise been missed. “We were never able to do that in the show,” Lisa Gregorian, the executive vice president of worldwide television marketing for Warner Brothers Television Group, said of the “Smallville Legends” mobile series.
But while short, multiepisode cellphone series are growing in popularity, the lucrative advertising dollars prevalent in other entertainment segments — and which studios rely on for profit — have been slow to migrate to the supersmall screen. Sprint, which underwrote the series as part of an overall deal with Warner, was the only sponsor, Ms. Gregorian said.
In the two years since Fox Mobile and MTV Networks pioneered the market for cellphone programming, almost every major film and television studio is developing projects. But, for now, advertisers are reluctant to abandon traditional formats.
In 2006, $421 million was spent on mobile phone advertising, said a study by the market research firm eMarketer. By contrast, broadcast television advertising was estimated at $48 billion last year, according to the Universal McCann media agency.
“If you think about what the market could be from an advertising perspective, it is a dream,” said Linda Barrabee, an analyst for wireless mobile communications at the Yankee Group, a research firm in Boston.
read more here-
http://www.nytimes.com/2007/05/07/business/media/07cell.html?_r=1&th&emc=th&oref=slogin
