MediaCorp TV TVMobile (Chinese: 流动电视) was a subsidiary of MediaCorp Singapore and was the first channel in the world to pioneer the use of Digital Video Broadcast (DVB) technology to deliver television programmes to commuters. With 89.3 MHz, TVMobile provided the latest infotainment, entertainment programmes and real-time news; keeping travellers informed while travelling.
TVMobile had outdoor-advertising platforms at shopping mall food courts, ferries, academic institutions, taxis and selected SBS Transit buses. Broadcasting from 6:00AM to 12:00 midnight (Singapore/Hong Kong time) daily, TVMobile provided an outdoor-advertising medium that scheduled programming according to viewers’ profile and their travelling patterns. However, it could only be received with a digital set-top box by home viewers.
TV Mobile is discontinued with effect from 1 January 2010.[2]
History
Mediacorp began developing the TVMobile service, known as "Digital television on wheels", in 1997. [3]
In 1999, a consumer-research company conducted a survey before introducing the TVMobile service. [4] Project Eyeball reported that there were similar signals transmitted for over three years before TVMobile was launched. [5]
TVMobile was launched by the-then Minister of Information and the Arts, Lee Yock Suan, at a ceremony held at the Bishan Bus Interchange on 14 February 2001.[6] At the launch, Lee called the launch as "the coming together of two previously incompatible activities – watching television and commuting".[3] Singapore was the first country in the world to launch a national commercial mobile digital television service.[7] The launch came after the announcement of a similar service named Channel OOH! by Mediacorp's competitor, SPH MediaWorks,[8] jointly operated by Captive Vision. [9] TVMobile at launch was jointlty operated with Nera Telecommunications; Mediacorp would later buy Nera Telecommunications' 20% stake in April 2003. [10] Along with the launch, an event was held at Ngee Ann City on 17 February to promote the service. [11] The event was also broadcast on TVMobile through its hourly updates between 12 pm and 5 pm. [12]
At launch, TVMobile was broadcast to over 1,500 SBS buses using the DVB technology through its base stations across Singapore. [1] The buses were fitted with two monitors for single-deck buses, three monitors for double-deck buses and eight to ten speakers inside the buses, with an additional 89.3 MHz FM radio broadcast for the audio output of the service.[1] It targeted a daily audience of 1.5 million, based on the daily estimated ridership of SBS buses at 2.5 million. [1] Mediacorp spent S$50 million for the service.[7] It also considered plans to extend its services to other modes of transport such as LRT, taxis and ferries. [1]
The launch of TVMobile received positive review from commuters. A research executive said that TVMobile helped her had "a nicer ride",[13] another said it "made commuting a more enjoyable experience" [14] and yet another said it kept "all the unwanted noises down".[15] However, it was disliked by commuters, with a passenger asking to remove one of the monitors on the SBS buses,[16] a media consultant feeling irritated and her friends getting headaches [17] and passengers "missing the peace of a quiet ride".[18] Some of TVMobile's viewers were not able to follow Chinese programmes. [19] In an online poll by ST Interactive, 62% of the pollers say that it had "destroyed their peace and quiet",[20] while a Streats poll say that 10% were "in favour" of TVMobile.[21]
Additional transmitters were installed in early March 2001 to help ease the squeaks and loss of pictures in most of TVMobile's coverage areas [22] as a response to one commuter who noticed such interruptions while travelling.[23] TVMobile would also improve the quality of the images and adjust the volume on the TV monitors. [24]
In May 2001, TVMobile reached Suntec Fountain Food Terrace, as part of an agreement between TVMobile and Suntec Food & Leisure. [25]
In December 2001, TVMobile aired SMS Love Dedications, where people could send text messages about love. The messages would air on Mondays at 8 am and 6 pm, except on 24 December where it would only air in the morning. [26]
In July 2002, TVMobile was reorganised as an outdoor advertising media. [27]
Despite the decline in advertising market in 2003, TVMobile has seen improvements in its technology with the downtime at just 1%, changing the perception of advertisers. [10]
A survey made in July 2003 showed that TVMobile had an audience of 758,000 viewers per day. The average viewing time is 20 minutes based on average bus trip time of 26 minutes. [28] By this point, TVMobile would also be seen in premises such as Bintan Resort ferries, Nanyang Polytechnic and Causeway Point. [28]
From August to October 2003, TVMobile aired short films from the students of Ngee Ann Polytechnic. [29]
On 5 February 2004, TVMobile began airing 27 award-winning animated shorts from Nanyang Polytechnic for six weeks. Bruce Poh of Nanyang Polytechnic says that TVMobile is a medium "for the industry to discover the creative and talented works" of the higher education institution. [29]
MediaCorp has decided to terminate TVMobile upon expiry of its current agreement with SBS Transit on 1 January 2010.[2]
The company said the discontinuation comes from a careful evaluation of the viability of the service, as resources required to operate and maintain TVMobile are substantial.
Programmes
TVMobile's programmes were tailored to the public commuter, based on the average travelling time of 15 to 20 minutes,[30] providing them with news, traffic, weather and critical information along with the latest programmes.[1] Programming is divided between three dayparted slots – morning, noon and evening.[7] The morning slot, which begins at 6:30 am,[1] is aimed at workers and professionals with informative shows,[7] while the noon slot is aimed at school children and housewives.[7]
70% of its programming were in English with the rest in Mandarin, [1] however not all Mandarin programmes carry English subtitles. [31] It also aired programmes that were yet to air on Singaporean TV channels. [1] Its programming at launch catered to the "widest possible" demographic group, including Busercise, an interactive exercise programme for bus commuters, fashion programmes such as Video Fashion and Model TV, MTV, 4D and Toto updates and Mediacorp's productions such as Gurmit's World and Extraordinary People.[30] TVMobile also aired the National Day Parade [32][33] and Star Search 2003 Grand Finals. [34]
It featured re-runs and simulcasts of shows both in Mandarin and English from its sister channels and occasionally features original content; for instance, shorts produced in collaboration with Nanyang Polytechnic. [35]
Infrastructure
TVMobile used a single frequency network transmission system, meaning that its broadcasts could be received without needing to retune to another frequency while the bus is moving.[7]
The network had one main transmitting site, nine filler transmitting sites and two transposers located island-wide. The digital signal was carried via ATM and microwave transmitting medium to the main transmitting site before being re-transmitted to the filler sites.
Receiving the Channel
TV mobile was available on SBS Transit Air-con Buses, Bintan Resort Ferries, the Tasty corner & delight corner in Suntec (Carrefour) and a few SmartCab Taxis. In addition, an audio simulcast of the channel was available by tuning-in to 89.3 MHz on the FM band.
Similar systems in Singapore
Stellar Ace
Stellar Ace, the advertising arm of SMRT Corporation, is responsible for advertising on its trains, buses and taxis. A similar system, through the use of liquid-crystal display (LCD) monitors, has been installed on SMRT's newest fleet of trains (currently suspended as of 2007) and all trains plying the Bukit Panjang LRT.
Moove Media
Moove Media, the advertising arm of ComfortDelGro, is responsible for advertising on its trains, buses and taxis. A similar system, through the use of LCD monitors, has been installed on all trains plying the North East Line, Sengkang LRT & Punggol LRT.
Reception and feedback
As of 2005, TVMobile had been installed in most of SBS Transit's buses. TVMobile was an outdoor digital television station, broadcasting live news and entertainment programmes throughout the buses' operating hours. SBS Transit was the only bus operator to have installed TVMobile in its buses as of 2006.
From time to time, SBS Transit's use of TVMobile had frequently attracted flak in the Straits Times' Forum pages. Some commuters hold the impression that the installation of TVMobile was the reason for increases in bus fares, even after announcements that this was not the cause.[36][37][38] There were also feedback about TVMobile's suitability[39] and the repetitiveness of the programs broadcast.[40][41]
This was despite the fact that the infrastructure and equipment of TVMobile was not managed by SBS Transit at all, but rather, by MediaCorp TV Holdings. SBS Transit buses were just a medium on which TVMobile was installed. TVMobile also provided an extra source of revenue for SBS Transit. This was due to the royalties paid by MediaCorp.
