RECENT NEWS

_SPA begins pioneering studies on live content streaming to 3G mobiles

SPA has just been commissioned by the BBC to conduct qualitative and quantitative research to help trial the streaming of live TV and radio content onto 3G phones with mobile networks Orange, Vodafone and 3. 

The complete trial will last a year and the research programme which is currently being finalised will feed into this assessment and inform on the overall mobile strategy. The study will provide a greater understanding of the audience by assessing their consumption behaviour and needs, and investigating their reactions towards specific BBC content.  The first phase of fieldwork, which will involve both qualitative and quantitative methods, is likely to start in June and final debrief is currently scheduled for early 2008.

Charlotte Butterworth, Managing Director of SPA who is leading the project said “the rate at which media and emerging technology are embracing each other means that many SPA clients are now conducting research across industries to understand audiences and concepts in a way they may previously not have considered.  This is a wonderfully exciting project for us to be involved with and we look forward to seeing what the results reveal and using that insight to help the BBC develop opportunities further”.

There is already much press coverage of this in trade marketing, media and digital publications and the BBC will be issuing updates over the course of the trial so please keep a lookout for regular updates.