Latecomer Or Fast-Follower: T-Mobile Leaps Into User-Generated Content; Launches UGC TV » mobilegroove

T-Mobile is moving into the mobile UGC TV market after it announced that it has commissioned Endemol UK to create ‘BeOnTV,’ an entirely UGC mobile TV channel. The channel will open with ‘A Taste of Fame’ a regular competition to search for a presenter for the channel and will also feature titles Home Video Junk, Confess TV, Bust a Move and Kamikaze Videos. Also drawing on the expertise from market leaders, YoSpace and MoMedia, the channel will have a weekly made-for-mobile TV show.

Users will be able to browse the video gallery and download clips for a small fee, which is a different business model from the hugely successful SeeMeTV from 3 UK. Users of SeeMeTV are part of the value chain where 3 ’shares the wealth’ by sharing revenue with the users that generate the content depending on how many views each clip gets.

Of course, the real prize is the potential to deliver highly contextualized advertising to targeted user segments that tune in to the shows. This is 3’s ambition with SeeMeTV and likely influences T-Mobile’s strategy. But can T-mobile catch up – let alone – move ahead? The jury is out on this one. One thing for sure: if they are to succeed with this venture then early shows must generate enough noise to keep users interested. Deborah Porton, the product manager for the Be On TV service at T-Mobile, commented: “BeOnTV…will inspire customers to create entertaining videos that will keep users coming back for more. This is what really differentiates it from other similar services in the marketplace.” We will be watching this space to see if users come back or indeed tune in at all.

This entry was posted on Monday, October 15th, 2007 at 12:02 pm and is filed under Mobile Marketing, Mobile Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.