CNN pushes mobile TV in Arab world

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CNN International was recently added to Saudi telecoms company, Mobily's list of television channels provided to its 3G mobile users. CNN also recently signed on its first client - Lexus Hybrid - for its mobile TV service. Dima Boulos, who is responsible for the development of CNN's mobile business in the region, shares CNN's mobile TV plans with Digital Studio.

From a broadcaster's perspective, why has Mobile TV become so important to CNN?

This is not specific to CNN. In the current, fast-paced world, the idea of 24-hour news has gone beyond television and people now expect to be able to get the latest news wherever they are - and on a multitude of platforms. The development of broadband TV is part of the strategy for responding to consumer expectations. CNN has always prided itself on its strategy to deliver news wherever you are. We first launched CNN Mobile in 1999 and have since, continued to find new ways to respond to the emerging technologies to ensure you can get the news from CNN, wherever you are. With CNN TV, CNN web sites in English and Arabic and CNN WAP and CNN Mobile services, we aim to ensure viewers can get the news whenever/wherever they want.

Do you have any content that is specifically designed for Mobile TV?

We have launched a service called ‘World News Now' which is a two-minute video news service streamed to mobiles giving the latest news updates every hour.

Whom have you partnered with to develop your Mobile TV service?

CNN has worked in partnership with Ericsson to develop our new mobile service on www.CNNMobile.com.

Are you working with different partners in the Middle East?

Yes, we are working with operators across the region to provide a number of different services. In terms of mobile TV, CNN is currently available on QTel (Qatar), Mobily (KSA), Du (UAE), Wataniya (Kuwait) and Areeba (Cyprus) (ME department handles Cyprus). We are also in talks with other operators. The plan is to eventually launch on all mobile operators in the region who have a mobile TV service for their subscribers.

How much has CNN invested in providing this service to the Middle East?

In recognition of the increasing importance of mobile TV, CNN has invested heavily in developing its mobile services working with a specialist research and development team, which has been created in our US headquarters in Atlanta. We do not give out the specifics of our financial investment, but this is recognised as an important area of development and we are recognising this with appropriate investment.

Would this be a profitable venture?

Mobile TV is very much part of the future for news distribution, as mobile TV penetration increases and develops a larger viewing pool. At this stage, we are not driven by profitability per se, it is more about ensuring we develop the distribution networks and generate viewership of CNN on mobile platforms.

Has CNN received any feedback from the region on its Mobile TV service?

We have had a lot of interest in CNN for Mobile TV. All the operators who have developed or launched a mobile TV service have been in contact with us to include CNN as part of their Mobile TV package.

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