Telephia Reports Mobile TV

SAN FRANCISCO -- Telephia, the leading provider of performance measurement information to the mobile industry, today announced the launch of the industry’s first mobile television user panel. This longitudinal research panel will provide the mobile industry with detailed measurement of the attitudes and behaviors among the rapidly growing mobile TV audience. Telephia will begin by tracking users of the current unicast-based services (e.g. the MobiTV-based offerings on Sprint and Cingular Wireless, and Verizon’s V CAST service). The panel will expand to include subscribers of multicast mobile TV networks when they launch in late 2006 and 2007. Telephia is currently building its panel in the U.S. and the U.K., and will expand coverage to the rest of Europe and parts of Asia in 2007.

Telephia research shows that more than two million or 1.4 percent of the U.S. wireless user base subscribed to a mobile video plan during the first quarter of 2006. The average U.S. mobile TV subscriber spends $40 a month more on wireless services than non-TV subscribers, according to Telephia.

“Mobile TV represents a huge revenue opportunity for companies in all parts of the communications and entertainment value chain.” said Sid Gorham, President and CEO, Telephia. “To execute successfully on this exciting opportunity, the industry needs detailed research that tracks the evolving behavior and preferences of the mobile TV user. Our clients are particularly interested in using audience measurement data to target advertising and interactive commerce.”

Telephia Inc.