Within ten years, the majority of Philips Semiconductors' television chips will be incorporated into cellular phones, not traditional television sets, says Leon Husson, executive vice president for the consumer businesses at Philips, in an article in The Register.
Philips predicts that in 2013, half of cellular phones will offer TV capabilities. Out of 600 million cellular phones produced in 2013, 300 million will have TV.
Philips is testing cellular TV in Berlin with Nokia, Vodafone and Universal Studios Network Germany, the article says.
Obstacles to overcome
The Register says, however, "There are still important hurdles to overcome for the chipmakers. One
is developing 'a global digital TV feature that enables a user to tune
into a television anywhere in the world.' [The source of this quote isn't identified. I assume it's from Husson.]
"Another challenge for
chipmakers will be creating intelligent digital signal processors
(DSPs) that will enable consumers easily to transfer content from
in-home televisions and set-top boxes to phones, not only decoding
audio and video streams but also encoding in the right format for the
home devices.
"These DSPs will be able to change frame rates or
resolution automatically to match the end product's capability."
Who pays for advertising?
As I've written a number of times previously, I'm cautiously optimistic about television for cellular phones.
Tom Gordon poses an interesting question in his essay in The Feature about cellular TV: Who will pay for the advertising?
Gordon notes that in addition to paying a subscription charge for many cellular TV services, would users also have to watch advertisements?
Writing from the U.K. he says:
"I can certainly see a middle ground before wide implementation of
free-to-air broadcast of digital TV (as we are seeing in the UK now
with FreeView) and mobile handsets that incorporate the technology to
receive and decode these signals where customers will only be able to
access mobile TV through their 3G (or whatever) carrier, or through
existing streaming services from companies like Real Media and
Microsoft.
"Which would leave me in the position, were it
possible to view something like Sky TV on my handset here in the UK, of
actually paying four times to view someone else's adverts:
"1) My handset subscription
"2) Data transfer charges
"3) TV service charges
"4) Sky subscription charges
"Looking
at that list, numbers #1 and #4 I already pay for. Number #2 I am happy
to pay for as long as I get exactly and only the content I want - I
won't pay for someone to advertise something to me before I can access
the content I want - and (technically) you can't charge the customer
for mobile advertising in the UK anyway (It's against ICSTIS' code of
practice :) ).
"And #3, well... that's just a marketing cost isn't it,
you can avoid that if you really want to."