Mobile TV makes debut on Telus Mobility’s network

Telus Mobility became the third wireless network operator to unveil its mobiTV-based mobile video service late last month, following on the soft launches of Bell Mobility’s and Rogers Wireless’ respective services a week earlier. According to Robert Blumenthal, Telus Mobility’s VP of products and services, "The offering is more or less the same from all parties at this point in time, other than the pricing." Telus Mobility charges $15 a month for the service, including airtime, while Bell’s service costs $10 plus airtime and Rogers’ costs $25 all-in. Rogers and Bell had planned to launch their services in the first half of the year, but pushed the release back until August. All three services use the Berkeley CA-based MobiTV network, which offers approximately 35 channels drawn from such foreign broadcast network partners as CNBC, ABC, Fox and CNN. However, only CBC Newsworld/RDI, the Weather Network/Météo Média, Fox News, MLB.com, G4techTV and the Shopping Channel will be carried by Telus Mobility for now. Bell will feature the same eight channels, while Rogers’ service will offer all eight plus MSNBC/CNBC. All plan to add more content, including premium pay-per-view services, in the future. The programming that will be deployed over the MobiTV network was developed for the North American NTSC broadcast standard screen size of 648 pixels by 486 pixels; by contrast, the Motorola V710 handset, which is the only phone initially supported by Telus Mobility’s service, has a screen size of 176 pixels by 220 pixels. NTSC signals also run at a rate of 60 frames per second, ten times that of the Telus Mobility/MobiTV offering. "There will be some image degradation simply by shrinking it – the key is using the right compression technology," Blumenthal says. Nevertheless, the MobiTV service offers an improvement over the frame rates of previous attempts at video to wireless handsets. The technology is still in its first generation, Blumenthal says, adding that Telus Mobility will also launch its new Evolution, Data Optimized (EVDO)-standard network early next year. " we’ll see frame rates going as high as 15 to 20 frames per second," Blumenthal adds. With those improvements in picture quality, are these offerings in danger of running afoul of the CRTC’s New Media Exemption Order (Public Notice 1999-197)? "You’re asking me to predict what the CRTC might think," Blumenthal says, adding he feels that "given that it is a new technology, I think we should be given some leeway to grow the medium." He says Telus Mobility intends to keep to the spirit of the NMEO as well as the CanCon requirements of the Broadcast Act, and plans to develop mobile-specific content formatted for the smaller screen sizes and lower frame rates inherent in mobile TV. Regardless, the CRTC announced in August it will hear submissions on an appropriate regulator framework regulating the three offerings, as well as that of Milton, ON-based Look Communications Inc., which has also proposed a mobile TV service (CNM, Aug. 18/05). However, Look’s product hinges on a purpose-built PDA-size handset that is yet to enter mass production; the firm also has an existing broadcast licence for its digital television service. No matter what the short-term future brings, Blumenthal is convinced there’s a permanent, and profitable, market for mobile television to wireless phones, and the technology, content and quality will just improve. "Imagine World Cup soccer, the final game is on at 3 o’clock in the morning and you’re out with your buddies. Wherever you happen to be, someone can flip open their phone and you can watch."

Mobile TV makes debut on Telus Mobility’s network

Broadcast | September 2, 2005

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