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For Some Stations, Mobile Future Is Now

TVNewsCheck, Wednesday, May 26, 2010 11:55 PM

By the end of June, around 20 Nexstar stations will have some form of mobile service such as WAP-enabled mobile sites, SMS texting or apps for iPhone and Droid smart phones. In addition, Raycom Media is offering mobile services at all 32 of its news-gathering stations. And Cox Media Group has either WAP sites or iPhone apps running in all 11 markets in which it operates. TV stations' current mobile efforts are a prelude to mobile DTV, the full-motion video service developed by the Open Mobile Video Coalition.

Borrell estimates that local TV mobile revenues amounted to $29 million last year, or 12% of all local mobile advertising. The majority of TV stations received less than $20,000 from mobile advertising last year, according to Borrell's Benchmarking TV Web Site Revenues report. But by 2015 or 2016, mobile will comprise about 60% of all online advertising and TV will account for 20%-30% of it.

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