MTV: Show Me the $
"It's great content; it's what people want, but how do we turn that into cash?" he said.
He claimed that MTV made more money in four months from iTunes downloads in the U.K. than it has from all of the video-on-demand deals it has had with mobile operators across Europe. And he wants to know why that is, considering that the video content is virtually the same.
He reckons the problems have to do with mobile operators' complex content service prices and complicated service offerings. He says consumers need to know simply: "What can you get? How do you get it? And how much will it cost?"
MTV already does make money from mobile. Whiley says that 30 percent of MTV's digital revenues come from things like ringtones and games bought from mobile phones. "But we want that video component to become so much bigger."
— Michelle Donegan, European Editor, Unstrung