Broadcasters Launch Dyle Mobile DTV Promotions

A number of broadcasters have announced plans for a major marketing campaign to boost consumer awareness of mobile digital TV broadcasts and the Dyle mobile DTV effort that is being backed by the Mobile Content Venture (MCV).

MCV is a joint-venture of the 12 major broadcast groups belonging to Pearl LLC (Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media) and Fox, ION Television and NBC. The marketing campaign, which will Oct. 28 and is scheduled to run through Jan. 19, will be carried out by stations belonging to MCV and by stations from Sinclair, Univision, and CBS in those 12 markets. It will cross-promote features of the emerging mobile TV technology that allow consumers with mobile DTV enabled devices and accessories to receive live broadcast TV and the recently announced Audiovox device. As part of the campaign the stations in the 12 markets are planning a number of on-air, digital and live interactive events.