@ MobileYouth: Media Grapple With Transition To Mobility

How well are traditional media migrating to a mobile digital media environment? Slowly – the subtext from speakers on mobileYouth‘s Youth & Media panel this morning…

Danish Broadcasting Corporation mobile channel editor Johan Windbladh admitted: “Sometimes we fail – sometimes we dont at hit the spot – we need to be iterative.” How so? By following Web 2.0’s “release then test” philosophy; Windbladh advocated “closed dialog with youth”: “At the moment, it’s said user-driven innovation is the way to go.” Acknowledging it’s a “completely different way of working” for the industry, he nevertheless proposed releasing services that are as yet unfinished but can be refined later.

Money:, Endemol UK’s head of original digital programming Pasa Mustafa conceded: “There isn’t a lot of revenue to be made right now: “People don’t want to pay for anything – why should they? They’ve had great TV content for free for years. We’re at the stage where we’re educating brands about funding content (because) … TV advertising isn’t what is used to be.”

Tariffs: Paramount’s EMEA interactive and mobile Giovanni Maruca countered Windblahd’s pessimism about sooooo many hurdles and challenges in the mobile media market: “There is hope in the UK market” thanks to all-you-can-eat data packages networks have introduced this year.

Advertising: Asked for more detailed demographic data from a Nokia (NYSE: NOK) ad services rep, Mustafa said it was up to network operators to start gathering (and offering) off-portal information. They should join forces on such an initiative, he said.