Mobile Content Venture unveils consumer-friendly branding campaign
Jul 21, 2011 10:51 AM, By Michael Grotticelli
Looking to avoid confusion and help consumers easily identify devices that include the receiver chip required to reliably get Mobile Video broadcasts, The Mobile Content Venture (MCV) has developed a new branding campaign that includes a new “Dyle” logo and related website (http://www.dyle.tv).
How soon those devices will be on store shelves is anybody’s guess at this point, as no major chip manufacturer has yet to step up and commit to producing the receiver chips in sizeable quantities. Thus far Dell, LG, Kenwood and Samsung have all showed devices capable of receiving broadcasters' local over-the-air signals. However, these devices have also only been produced in limited (prototype) fashion, with none in full production mode.
MCV is one of two joint ventures operating within the Open Mobile Video Coalition and is made up of a dozen broadcast groups that are collectively trying to launch national mobile content service that would deliver live and on demand television to mobile devices using a small portion of each broadcaster’s government-allotted broadcast spectrum. MCV members include Gannett, Media General, Bahakel, Belo, Raycom, Scripps, Post Newsweek, Meredith, Hearst, Cox, FOX, NBC, ION and Telemundo.
As with similar consumer electronics awareness campaigns, the new “Dyle” logo certifies that a device is capable of receiving and decrypting live mobile broadcast TV signals that comply with the ATSC A/153 Mobile Video standard. The MCV said the name and logo are a significant part of its strategy to drive awareness of and educate consumers about live mobile DTV.
MCV said it expects to have member stations up and running in 32 markets covering 50 percent of the U.S. population by the end of this year. Proposed markets include New York; Los Angeles; Chicago; Philadelphia; San Francisco; Dallas; Washington, D.C.; Atlanta; Houston; Detroit; Tampa; Phoenix; Minneapolis; Orlando; Portland; Cincinnati; Greenville; West Palm Beach; Birmingham; Knoxville; Miami; Las Vegas; Denver; St. Louis; Cleveland; Charlotte; Seattle; Raleigh; Kansas City; Columbus; Tulsa; and Montgomery.
Content expected to be part of the MCV’s mobile video service includes live and on-demand video, local and national news from print and electronic sources, and sports and entertainment programming.
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