Auto Makers Support Mobile500 Beta Launch in Two Markets
and MINNEAPOLIS – Two
car makers are supporting the beta launch of mobile DTV in Seattle and
Minneapolis, where Fisher Communications and Hubbard Broadcasting, in
conjunction with the Mobil500 Alliance, are lighting up MyDTV. The Lincoln
Motor Co., and Chrysler/Jeep have signed on as advertisers.
Fisher and Hubbard, located in Minneapolis, will distribute 750 Elgato receivers
in their respective home markets for use with iPhones and iPads. Once the
receiver is attached and the consumer downloads the free MyDTV application, the
device is fully enabled after a brief registration. The registration qualifies
the device owner so audience measurement data can be reported. Mobile500 is
working with both Nielsen and Rentrak to evaluate the launch data.
The MyDTV app
features closed captioning, an electronic program guide, built-in social media
and optional live recording. In conjunction with interactive ad firm
Accelerated Media, Mobile500 said “several” advertisers have agreed to run campaigns
in both cities. Chrysler/Jeep and Lincoln were the only two names. Advertising
will be served between channel changes and with banner ads.
Alliance will be conducting a live demo of its MyDTV application at next week’s
CES in Las Vegas, Nev., in booth 14340 in the Mobile TV TechZone in the Central
comprises more 400 television stations, including those owned by Fisher and
Hubbard. It was formed after other station groups and networks formed the
Mobile Content Venture, which launched its brand of mobile DTV, dubbed “Dyle,”
late last summer.
Mobile500 and the MCV are deploying receivers from Elgato. The Elgato MyDTV
receiver is powered by a Sieano chipset, Expway’s middleware, and the TitanTV
program guide from Broadcast Interactive Media. It was demonstrated at last
year’s CES, where the beta tests were also announced.