Mobile TV Audience Grows 45 Percent in Q2 2006 -- News, Weather and Sports Channels Most Popular, According to Telephia

Telephia Unveils Results of Industry's First Mobile TV Diary Report: ABC News is the Most Watched Mobile TV Channel, While CNN is No. 1 in Access Reach

The mobile TV audience grew 45 percent to 3.7 million subscribers in Q2 2006, according to Telephia, the largest provider of consumer research to the communications and new media markets. The third screen allows consumers to get news and information while on the go, with news, weather and sports channels topping the list as the most watched mobile TV content. Total quarterly mobile TV revenues increased to $86 million last quarter, an increase of 67 percent since Q1.

Telephia today launched the inaugural results of the Mobile TV Diary Report, which is the first and only measurement product in the industry that provides detailed research on mobile TV viewership, revenue performance, demographic profiles, behavioral measures, and advertising preferences. Telephia's research on Mobile TV includes measurement of both streaming TV and video-on-demand services.

"Mobile TV is the fastest growing wireless data service and marketers are working quickly to figure out how they can capitalize on what has the potential to be the most important new form of media since the advent of the Internet," said Tamara Gaffney, Director of Product Management, Telephia.

News Channels ABC News and CNN Climb to the Top

Among all mobile TV users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40 percent of the total mobile TV audience (see Table 1). Thirty-two percent of the total mobile TV audience watched The Weather Channel, while Fox Sports and ESPN followed closely with 31 and 29 percent, respectively. Fox News grabbed 22 percent of the total mobile TV audience. In terms of access reach, which is the percentage of people who watch relative to those who had access to the channel, CNN secured the top spot with 65 percent of mobile TV users with access to CNN (see Table 2). The Weather Channel had the widest distribution with an access rate of 82 percent.

"News and information is the killer app for mobile television. With just a quick flip of their phone it gives consumers instant gratification," added Gaffney. "Now consumers can access breaking news from the airport, car wash, dentist, kid's soccer game, whenever they are away from home. Consumers want television at their fingertips."

"While still in its nascent stages, mobile TV shows significant and unique promise given the ability of the consumer to shift viewing from location to location," continued Gaffney. "As seen with ABC News, Fox Sports and The Weather Channel, securing the widest distribution and coverage remains a primary objective. Additionally, channels that deliver trusted, branded content, as seen with CNN, ensure high viewership will continue after launch."


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Table 1:  Mobile TV Channels Ranked by 
Share of Total Audience

                             Total
Channel                      Audience
----------------------------------------
1. ABC News                        40%
2. The Weather Channel             32%
3. Fox Sports                      31%
4. ESPN                            29%
5. Fox News                        22%
6. NBC Mobile News                 20%
7. Comedy Central                  16%
8. AccuWeather                     15%
8. Discovery Kids                  15%
10. Discovery Channel              13%
11. CNN                            12%
11. E!                             12%
----------------------------------------


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Table 2:  Mobile TV Channels Ranked by Coverage Area Reach

                            Access Reach          Access
                            (% of Audience with   (% of Total Audience
                            Access to Channel     With Access to
Channel                     That Viewed)          Channel)
----------------------------------------------------------------------
1. CNN                                      65%                  18%
2. ABC News                                 55%                  78%
3. Fox News                                 49%                  38%
4. AccuWeather                              46%                  34%
5. The Weather Channel                      45%                  82%
6. Comedy Central                           41%                  37%
7. ESPN                                     39%                  63%
8. Discovery Channel                        32%                  37%
9. Fox Sports                               31%                  79%
10. NBC Mobile News                         30%                  64%
11. E!                                      26%                  37%
12. Discovery Kids                          25%                  30%
----------------------------------------------------------------------

Source: Observed rankings from the Telephia Mobile TV Diary Report, Q2
2006. Difference in ranking may not be statistically significant.

Telephia is a proud sponsor of the Billboard MECCA Conference and the MMA/MECCA Bash at CTIA in Los Angeles. Visit Telephia during MECCA's Ask the Expert session as we discuss the first results of the Telephia Mobile TV Diary Report, with special guest, MobiTV: (September 11, 4:00 pm, Westin Bonaventure Hotel -- California Ballroom). For more information, visit www.billboardevents.com or contact Jerry Rocha at jrocha@telephia.com, 415-513-5894.

Telephia will also be speaking at the iHollywood Forum Mobile Entertainment Summit in Los Angeles. Session Panel: Making Money from Messaging (September 11, 4:00 pm, Wilshire Grand Hotel -- Sierra Ballroom). For more information, visit www.ihollywoodforum.com.

About Telephia

Telephia is the largest provider of syndicated consumer research to the communications and new media markets. Telephia is your connection to the digital consumer.

Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or sales@telephia.com.

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