HWW launches personalised mobile TV

Stuart Corner
Thursday, 08 December 2005 08:30

Your IT - Home IT

ASX-listed content and media services company, HWW Limited, has launched myTV, billed as a "unique mobile phone TV viewing experience" which delivers a customised 10 minute package of short-video items to 3G phones. It is presently available on n Telstra's 3G i-mode and Active content services.

According to HWW, delivery of video to a mobile consumer under other delivery services exists in one of two forms: generic delivery of the video to all consumers (non-personalised), or DIRECT selection of the video content by consumers on a clip by clip basis, done by the user drilling down into different content silos.

The company claims that, in contrast, myTV "radically improves this experience by delivering multiple clips in a single stream of video without the consumer needing to individually select each element prior to view...myTV delivers either made-for, or edited-for, mobile content and offers an improved experience over standard TV programs delivered on the small screen. Content is automatically formatted for different handset screen sizes and operating systems, delivering an intimate viewing experience no matter what the handset."

Content is aggregated from a range of partners including the Australian Broadcasting Corporation (ABC) and Australian Associated Press (AAP). myTV also offers Jadeworld, the latest news and entertainment in Cantonese.

myTV has the facility to both hold personalised program sequences for consumers and to know when they have already seen a piece of content, which can then be skipped to provide only new content.

HWW says that the personalisation draws heavily on its experience of subscriber management and will "allow for an unlimited number of consumers to each receive an individual, tailored and always fresh content experience".