MediaFLO USA Inc. is still holding most of its customers’ usage data close to the vest-thanks in part to continuing exclusivity with Verizon Wireless until AT&T Mobility launches the service later this year-but the company is increasingly getting the word out about its platform and upcoming programming available via the wireless broadcast service.
Michael Boyd, VP of licensing and research at MediaFLO, was in the Los Angeles area last week for the company’s recently launched EXPN channel for the X Games competition under way in Carson, Calif. The temporary channel gives viewers live programming and other features from the competition through Aug. 7.
Boyd said temporary channels dedicated to a major event like the X Games is just another way MediaFLO is looking to harness the full potential of its available spectrum to give consumers what they might want on the small screen.
“We really wanted to have flexibility in terms of what we offer on the service,” Boyd said.
He and the rest of the programming team at MediaFLO plan to look at extending deals with current partners as well as exploring new partners or even one-time deals if it piques the interest of mobile TV subscribers. MediaFLO currently offers channels featuring content from CBS Mobile, Comedy Central, ESPN Mobile, Fox Mobile, MTV, NBC 2Go and Nickelodeon.
“It’s really driven by what they think has the most consumer interest,” Boyd said of MediaFLO’s current partners. “We’re both motivated to drive the most consumers.”
News opportunities
Breaking news is another area where Boyd and his team see tremendous opportunity. Boyd, who started with MediaFLO in late 2003, says he’s on the phone with one of the network programmers once or twice a day to discuss evolving openings for new content. While early on he wasn’t sure whether to contact representatives at the major network’s digital or TV divisions, each of MediaFLO’s partners now have dedicated wireless teams.
And there are plenty of things on the horizon. ESPN just secured mobile rights for the NBA, more than 100 college football games are scheduled for the coming season and the new fall programming lineup from the big studios will be carried on their respective MediaFLO channels, Boyd said.
Boyd wouldn’t comment on the number of people working on the programming team at MediaFLO or its broadcast control center, but said things are continuing to grow on all fronts.
35 markets and counting
Through 2007 the company is focusing on launching additional cities, filling out coverage in the 35 already launched markets, developing a viewer measurement mechanism that meets the needs of each of the channel partners and potential advertisers.
It’s also still on target to launch the service with AT&T Mobility. “They nor us want to miss the Christmas season, we’re pretty motivated,” he said.
MediaFLO is continuing to seek out additional channel opportunities as the platform matures. However, “you may not see them by the end of year,” Boyd said.
