MBC launches mobile programming unit

Dubai: Pan-Arab media company MBC launched its mobile programming division, MoBC, in a tie-up with UAE telecom operator du yesterday.

du subscribers with 3G handsets will have exclusive access to three shows produced by MBC for the month of Ramadan.

All were programmed and edited for optimal viewing on mobile devices and can be seen on demand, at no cost.

"The potential of 3G value-added services is vast," said du chief executive officer Osman Sultan.

"Tying up with a TV network as big as MBC, we will be strengthening our portfolio of 3G value-added services."

'Mobisodes'

The content includes new "mobisodes", which have cut down standard 22-minute TV episodes into four-minute spots.

The three Arabic MBC shows are Tash Ma Tash, Baini Wo Bainak and Land of the Prophets, the latter being an Islamic documentary.

Viewers will also be able to view previews and behind-the-scenes clips.

MBC said this is the first mobile-oriented content developed in the region. Although mobile TV already exists in the UAE, subscribers have so far had to pay for subscription package, and none of the content has been on-demand or edited for mobile devices.

MBC chief operating officer and general manager Sam Barnett suggested new services such as mobile programming would help the broadcaster innovate into new markets, and help silence sceptics that have foretold the death of television.

After Ramadan, the MBC-du tie-up will lead to more content beginning with an animation series.

The project is an introductory foray into mobile programming for both the TV broadcaster and the mobile operator, who say they are out to prove its appeal before making a business case and courting advertisers

Advantage

According to du's chief executive, mobile programming has one advantage for advertisers. du will be able to report exact metrics on the number and type of viewers each program attracts, he said, something that is less accurate with TV viewers.

Going forward, MBC said it was in discussions with other operators in the region to distribute its content. Similarly, du said it could also be expected to partner with other broadcasters for more programming edited for mobile handsets.