Made-for-mobile content spreading its wings : A handful of mobile-specific content is beginning to cross platforms

The production and delivery of mobile video is becoming a two-way street. Although a majority of programming seems to follow a top-down approach from TV studios’ more successful programs, those endeavored in the development of original, made-for-mobile content are steadily gaining viewers eyes and ears.
As more hit TV shows are being re-packaged for mobile, some of the original content developed for the wireless world is translating to other media, such as television and broadband.
“Lil Bush,” a hugely popular animated series that originated on Amp’d Mobile Inc.’s mobile virtual network operator service, is set to premier on Comedy Central June 13. The series, which makes comedic fodder out of President George Bush, his family and administration, was such a success among Amp’d Mobile subscribers that it eventually found a TV home at Comedy Central, where its creators hope the show will reach an even greater audience and fan base.
Levi Shapiro, director of audience metrics at Telephia Inc., says the progression of “Lil Bush” is proof positive that original programming can significantly drive adoption of mobile video among consumers.
“I think that’s one of the avenues that will drive adoption,” he said.
And Comedy Central could be the perfect home for projects aiming to reach more viewers wherever they are. “There’s certainly a veracious demand for comedy,” Shapiro said.
According to new data from Telephia, Comedy Central-particularly Jon Stewart, host of “The Daily Show with Jon Stewart”-received the highest number of downloads by mobile subscribers in the first quarter of 2007, Shapiro said. Telephia looked at video-on-demand offerings in mobile and found those offerings are driving consumers to video. “Yes, people are watching news, weather and sports . but when they make a video-on-demand choice it’s much more personal,” he said, adding that broadcast services are oftentimes the “same crapola that’s playing on your set-top box.”
“The No. 1 downloaded content on Vcast (Verizon Wireless’ on-demand service) was Comedy Central; No. 2 was YouTube,” Shapiro said. Overall, Shapiro said the penetration of mobile video is growing with more than 8 million subscribers already on board. The first quarter of 2007 also experienced much higher rates of growth that the last couple quarters, he said.
Meanwhile, some of the TV shows re-packaged for mobile are making their mark as well. Fox’s “24,” for example, was in the top 10, Shapiro said. Industry accolades are coming in too. Michael Eisner’s independent new media studio Vuguru received two Emmy nominations for a pair of series it produced for mediums most apt to play well with short-form video, namely wireless and broadband.
The studio’s first production, “Prom Queen,” which received one of the nominations, is a scripted, serialized mystery that unfolds over 80 episodes-each running approximately 90 seconds. The series premiered April 2 and was notified of its Emmy nomination little more than two months after its debut.