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TI executive believes mobile DTV represents business opportunity

Posted: 28 Mar 2005 ?? ?Print Version ?Bookmark and Share

Keywords:mobile digital broadcast? dtv? national association of broadcasters?

Mobile digital broadcast TV (DTV) represents an enormous yet largely untapped opportunity for the wireless ecosystem, said Doug Rasor, Texas Instruments Inc. (TI) VP and manager for worldwide strategic marketing, at the NAB (National Association of Broadcasters) Futures Summit.

Rasor commented that digital broadcast TV combines the two best-selling consumer products in history - TVs and mobile phones. "TV will be the ingredient that drives demand for the next-generation of wireless mobile phones because consumers want both communications and entertainment - all in one place. Mobile phones are already becoming a delivery mechanism for TV and radio broadcasts, bringing new interactive content to savvy on-the-go consumers."

In his remarks, Rasor focused particularly on revenue opportunities for broadcasters and content providers in the accelerating DTV market, including subscription services, interactive TV, website traffic, and premium content. He noted, however, that without an open ecosystem in the DTV marketplace, revenue opportunities will be restricted.

"It's critical that the mobile digital TV marketplace be open, with competition to drive innovation and services to consumers," Rasor said.

One way this is being accomplished is through industry support of DVB-H (digital video broadcast-handheld) from a broad range of companies at every level of the wireless value chain. Rasor pointed out that DVB-H is experiencing support across the wireless ecosystem, including partners and competitors alike, who are working together to foster competition and innovation for the growing DTV market.

"At TI we believe that working in an open ecosystem built on an open standard such as DVB-H, for instance, is far better for the industry and consumers than working in a proprietary environment, where a few players dominate the majority of the value chain and limit other players in their ability to participate in and generate revenue from that value chain," Rasor said. "Open, non-proprietary standards provide the best opportunity for broadcasters and content providers to play in multiple areas and get the most revenue from the DTV market," Rasor added.

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