• Mediaweek, Wednesday, September 15, 2010 11:26 PM

The ability to tune in over-the-air TV on mobile devices is getting high marks from consumers that have been testing new mobile digital TV devices. So far, mobile DTV viewers have watched 2,600 different TV programs, with news being the most popular program choice. Since May, about 350 consumers in the Washington, D.C. area have been testing mobile DTV on specially equipped mobile devices from Samsung and LG Electronics as part of the Open Mobile Video Coalition's Consumer Showcase.

As expected, mobile DTV viewing is heaviest during the workweek and spiked during emergencies. Participants in the showcase said they liked the convenience of being able to tune-in to TV outside the home, whether during the commute, a lunch break or waiting at the doctor's office or supermarket.

"Bottom line, many people say they are watching more local TV," said Aaron Heffron, vice president of public affairs research for Harris Interactive. Harris conducted a qualitative survey of the participants, while Rentrak provided measured the viewing activity.

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