What a Difference an Antenna Makes: Imagining Free Mobile Television in Canada

Submitted by weekendpictures 2010-07-13 13:59:16 EDT

Theme(s): Digital Infrastructure

Executive Summary

While more than half the population of South Korea watches free television on their mobile phones, along with tens of millions across Asia, India, Africa and Latin America (O'Brien, 2010), mobile television viewing (free or otherwise) is comparatively limited in Canada. Gauging by the current marketing campaigns by Canadian wireless carriers Rogers Wireless and Bell Mobility, Canadians are instead to be thrilled that they can now update their Facebook status from the beach. In spite of the country's long tradition of regulating both telecommunications and broadcasting, the availability of free-to-air mobile video technology continues to elude Canadians.

Using the Open Mobile Video Coalition (OMVC) pilot project currently underway in the Greater Washington D.C. area of the United States as a case study, this paper explores the role that non-human actors (Latour, 2005) such as mobile devices and communication towers play in the formation of the television-viewing social. Such a Latourian television-viewing social is to be understood as the fluid, constantly shifting assemblies of human and non-human actors that collectively comprise television viewership in any given area, at any given moment.

This paper argues that the proliferation of mobile television technology infrastructure within Canada will yield positive results for all involved actors, including ailing Canadian broadcasters seeking to secure new audiences and Canadian television viewers who will not be initially well served by the over-the-air (OTA) digital television transition scheduled for August 31, 2011. Mobile television technology within Canada will be linked to increased overall television viewing and shown to play a key role in determining the success of Industry Canada's attempt to implement a strategy 'needed to ensure that Canada is positioned to benefit from the opportunities that (digital technologies) present' (Government of Canada Homepage, 2010a).

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Submission

Digital Economy Consultation
By: Steven James May (steven.may@ryerson.ca)

While more than half the population of South Korea watches free television on their mobile phones, along with tens of millions across Asia, India, Africa and Latin America (O'Brien, 2010), mobile television viewing (free or otherwise) is comparatively limited in Canada. Gauging by the current marketing campaigns by Canadian wireless carriers Rogers Wireless and Bell Mobility, Canadians are instead to be thrilled that they can now update their Facebook status from the beach. In spite of the country's long tradition of regulating both telecommunications and broadcasting, the availability of free-to-air mobile video technology continues to elude Canadians.

Using the Open Mobile Video Coalition (OMVC) pilot project currently underway in the Greater Washington D.C. area of the United States as a case study, this paper explores the role that non-human actors (Latour, 2005) such as mobile devices and communication towers play in the formation of the television-viewing social. Such a Latourian television-viewing social is to be understood as the fluid, constantly shifting assemblies of human and non-human actors that collectively comprise television viewership in any given area, at any given moment.

This paper argues that the proliferation of mobile television technology infrastructure within Canada will yield positive results for all involved actors, including ailing Canadian broadcasters seeking to secure new audiences and Canadian television viewers who will not be initially well served by the over-the-air (OTA) digital television transition scheduled for August 31, 2011. Mobile television technology within Canada will be linked to increased overall television viewing and shown to play a key role in determining the success of Industry Canada's attempt to implement a strategy "needed to ensure that Canada is positioned to benefit from the opportunities that (digital technologies) present" (Government of Canada Homepage, 2010a).

Mobile TV 101

Mobile TV first requires the presence of terrestrial or satellite digital television infrastructure. The focus of this paper will be on free-to-air terrestrial digital television. There are three main types of terrestrial digital television system standards used around the world (Benoit, 2006, p 213). This lack of a uniform worldwide digital broadcast standard (similar to the analogue days of NTSC, PAL and SECAM) has a direct impact upon the manner in which non-human objects like a mobile device contribute to the television viewing social.

The main terrestrial digital television standards are DVB-T, ATSC, and ISDB-T. DVB-T (Terrestrial) is an open system and the international standard for digital television that was developed in Europe (Benoit, 2006, p. 213). The Advanced Television System Committee (ATSC) is the agreed upon digital terrestrial television system that both the United States and Canada have committed to (Benoit, 2006, p 215). In Japan and much of South America, the terrestrial digital television standard is ISDB-T (Integrated Services Digital Broadcasting for Terrestrial) (Benoit, 2006, 217).

Typically, Mobile TV standards are based upon the Terrestrial TV standards in a given country and are "specifically designed to fit in the mobile world of limited bandwidth and power and small screens, yet add new features such as interactivity via the cellular network" (Kumar, 2010, p. 4). As such, most countries that use the DVB-T standard for terrestrial television, use the DVB-H (Handset) standard for Mobile TV, and those using ISDB-T are using a mobile variant known as ISDB-T 1-Seg (Kumar, 2010, p. 162). The Mobile standard for the United States and Canada has recently been announced as ATSC Mobile TV (formerly ATSC-M/H) (Kumar, 2010, 163).

An additional Mobile TV standard worth mentioning is the T-DMB standard developed in South Korea. Although South Korea has opted to switch to ATSC for its digital terrestrial television by 2012, it has actually been using its own T-DMB standard adapted from the T-DAB (Digital Audio Broadcasting) standard for Mobile TV viewing since 2005 (Benoit, 2006, p. 196). The fact that 27 million South Koreans now watch free Mobile TV on a regular basis (O'Brien, 2010) is no fluke. It is the result in part of the Korean government's swift spectrum allocation and licensing of T-DMB broadcasting in the country, not to mention the fact that Korea's Electronics & Telecommunications Research Institute (ETRI), funded by the Korean government, creating the DMB mobile technology used for Mobile TV in the country (Ihlwan, 2007). In addition, Korean cell phone manufacturers Samsung and LG were equally prompt with offering mobile handsets to South Koreans that were able to receive free Mobile TV signals (Ihlwan, 2007). As a result, South Koreans bought, "20 million handsets by the second quarter of 2009, double the number from the first quarter of 2008 and eleven times the number of handsets sold when mobile TV was first launched" (Hartvig, 2010). Combined, the allocation of spectrum, the placement of transmitters and the availability of mobile TV-enabled cell phones has resulted in a robust Mobile TV viewing South Korean social.

Mobile TV in Canada

When examining the state of Mobile TV in Canada, the picture is drastically different. Ask any wireless carrier in Canada about obtaining a cell phone that will allow for free, mobile television viewing and they will likely stare at you as if you are living in a science fiction fantasy world. Such devices are simply not available in Canada. For example, Telus Mobility users can pay $15 per month (plus per KB data plan charges) to watch TV content on their mobile, care of a third party company named MobiTV (Telus, 2010). However, free-to-air TV cannot be received on any of the phones offered by Telus. As succinctly put by a Telus employee in Toronto, there are "no antennas" on the mobile devices Telus offer that would allow users to "get free-to-air TV like CTV and CityTV" (Telus, 2010).

Similarly, in February of 2010, Bell Mobility released their Mobile TV "app" available for download from iTunes.ca to Apple iPhones (Hollington, 2010). While the app is free to download, using it to access TV programming is not. Like Telus Mobility, Bell Mobility sends TV content over 3G networks with fees based on data usage, "charged in addition to the subscription packages, with data usage estimated at 9MB per one minute of streamed video" (Hollington, 2010). Under this model, if a user wanted to (and was able to) live stream, for example, an episode of the Canadian series Land and Sea on their mobile device, to do so would use up roughly 500MB of their monthly data plan allotment. Comments left by Bell Mobility users of the Canadian Apple App store provides insight into the success of such a model:

Such responses to the Bell iTunes app provides added insight into how a device shapes the television viewing social. While some may use the app, it is doubtful that numbers comparable to those of South Korea's Mobile TV watching social will develop.

Actor-Network Theory

As the Government of Canada takes steps towards making Mobile TV a reality for its citizens, further opportunities for knowledge creation centred around the formation of the mobile television viewing social can be gained through use of Actor-Network Theory. Actor-Network Theory, or ANT, is a social theory developed by a group of French theorist, most notably Bruno Latour. When examining the social, ANT strives to avoid the "dichotomy of society and technology", opting instead to regard "social and technological development all at once" (Stalder, 1997, p. 2). In Latour's own words, non-human actors can include the likes of, "microbes, scallops, rocks, and ships" (Latour, 2005, p. 10). This "object-oriented" approach illustrates that there is indeed a difference between "hitting a nail with and without a hammer, boiling water with and without a kettle or zapping a TV with and without a remote" (Latour, 2005, p. 71). Key to theorizing the impact of mobile television requires recognition that both human and non-human actors play a role in shaping the television-viewing social.

To adapt an example provided by Felix Stalder, a mobile phone qualifies as an actor since it is a valued communication device within the telecommunications industry (Stalder, 1997, p.4). A mobile phone still exists outside of the telecommunications sphere, but it only becomes an actor once recognized as a means by which to engage in mobile telephone communication and mobile television viewing. Actors under Actor-Network Theory are thus defined as "entities that do things" (Latour, 1992, p. 241). As for the Network part of Actor-Network Theory, it is broadly defined as a "group of unspecified relationships" (Callon, 1993, p 264.) that connect people and things (Stadler, 1997, 6) . The social for ANT is what is created in transition. The social can be best understood as the "-" part of Actor-Network, as noted by Bruno Latour. The social isn't "steely or wooden" (Latour, 2005, p. 1). The social is created in movement, in transition, in the associations and subsequent re-assembling. While the social under ANT is never a unified entity, it nonetheless has an actual, lasting impact.

Latour also differentiates between mediators and intermediaries when it comes to forming the social. Intermediaries are things that output exactly what is put in" (Latour, 2005, p. 39). With mediators, a user can put in one thing and get all sorts of distorted and translated outputs. (Latour, 2005, p. 39). Furthermore, mediators and intermediaries can switch up. An example that Latour gives is that a properly functioning computer can be a complicated intermediary, but a malfunctioning computer can be a "horrendously complex mediator" (Latour, 2005, p. 39). To quote Latour,

Drawing on Latour's Actor-Network Theory, Gerard Goggin of the University of New South Wales, Sydney, Australia, has studied the impact of mobile television as an "assemblage of culture" (Goggin, 2009, p. 153). Goggin's interests include cases where mobiles,

When examining mobile television viewing, Goggin identifies the following non-human actors at play:

Goggin rightly notes that the role out of mobile television has lagged due to the "cautiousness of providers" and the "still incipient state of the technology" (Goggin, 2009, p. 156). Goggin notes that mobile television has been delivered using 3G technology even though "the 3G network was not engineered to cope with the bandwidth and other technical issues associated with larger audience for mobile television" (Goggin, 2009, p.156). Instead, Goggin points to the terrestrial digital television standards as an attractive solution. However, since it is a broadcast spectrum, mobile television has "became entangled in the wider policy and regulatory debates over how spectrum is to be resumed and allocated for digital television" (Goggin, 2009, p. 156).

Furthermore, Goggin describes how wireless carriers have "moderated their claims about mobile television, even dropping any mention of it at all, preferring to just present the mobiles as one of many ways to watch televisual and audiovisual content" (Goggin, 2009, p. 156). While Goggin references Vodafone's marketing in his research, the same can be said of marketing campaigns produced by Rogers Wireless and Bell Mobility in Canada. Although Rogers recently teamed up with CBC-TV to stream live FIFA World Cup games on their mobile devices, users are required to first subscribe to Rogers On Demand Mobile to pay to watch the games. (Rogers, 2010). Clearly, Rogers is using the World Cup to entice users to subscribe to their On Demand service. However, beyond a limited World Cup run every four years, Mobile TV is not a focus for Rogers Wireless. Instead, the carrier is more set on selling mobile features related to accessing Twitter, Facebook, e-mail and text messages via their "Social View" package starting at $49.99 per month (Rogers, 2010). Even with such a package, there is a 3¢/KB roaming charge for such services (Rogers, 2010). Rogers appears more interested in promoting Mobile Internet as opposed to Mobile TV. Unfortunately, Rogers Mobile Internet packages offer no unlimited usage plans, with their basic $30/month plan capping out at 500 MB of data per month (ie: a single episode of Land and Sea) with the most expensive $65/month Mobile Internet plan capping out at 5 GB per month, with all plans subject to a 5 cent per MB penalty fee for users that exceed their monthly allotment (Rogers, 2010). Is Rogers planning to modify their billing once ATSC and ATSC Mobile TV are up and running in Canada? There hasn't been any indication to suggest this. Even with their Mobile Internet services, Rogers have resisted offering "unlimited" data plans akin to those offered by AT&T in the US and Vodafone in Australia since they claim that, "5GB is plenty of data for the wide majority of users" (Sturgeon, 2010). As noted above, when it comes to Mobile TV viewing, 5GB is far from "plenty". Fear of excessive overage fees on the part of users will undoubtedly hamper the success of Mobile TV in Canada if content delivery remains restricted to the current 3G model.

Reserving equal critique to the role of broadcasters in the success of Mobile TV, Goggin also observes how "established broadcasters, especially free-to-air broadcasters, have been slow in responding to the cumulative changes in audience expectations that have come from using technology such as video recorders, electronic programme guides, and television series on DVD" (Goggin, 2009, 157). Goggin points out that users have been able to create their own broadcast experiences via the Internet (Goggin, 2009, 157) and that the addition of Mobile TV will allow such users to create new forms of television.

Planning for A Mobile Canada

A Mobile Canada Unlike in Canada, broadcasters in the United States have been working together to find broadcast solutions for the digital age, specifically with regards to Mobile TV. Formed in 2007, the Open Mobile Video Coalition (OMVC) is comprised of over 900 private and public television stations in the U.S. (Open Mobile Video Coalition, 2010). The mission of the OMVC has been to "move quickly" to tap into a "potential $2 billion annually in mobile digital television advertising revenue" (Open Mobile Video Coalition, 2010). The OMVC also claims to have played a key role in working towards the ATSC Mobile DTV standard that was approved for use in the U.S. by the Advanced Television Systems Committee (ATSC) in October of 2009. (Open Mobile Video Coalition, 2010). The hope is that Mobile DTV will provide a new revenue stream for broadcasters, allow viewers to watch Mobile TV in vehicles traveling up to speeds of 160 km/h, and assist with emergency services. (Open Mobile Video Coalition, 2010).

The OMVC's Washington Consumer showcase, currently underway, involves 200 users who have been given Samsung Moment mobile phones (pictured) with built-in receiver chips that run on Google's Android platform (OMVC). In addition, the OMVC has also supplied participants with netbooks containing Mobile DTV circuitry and reception antenna, Mobile Digital TV / Portable DVD Players, and "Mobile DTV receivers which receive over the-air Mobile DTV and beam it to an awaiting Wi-Fi devices" (Open Mobile Video Coalition, 2010). Prior to its Washington DC Showcase, the OMVC conducted extensive mobile testing, including the outfitting of a minivan to measure mobile TV signal strengths in speeding cars (see below):

Initial OMVC findings from their December 2009 study reveal that Mobile TV is ideally geared to 18-29 year olds who are "more interested in TV on the go." (Open Mobile Video Coalition, 2010). In addition, their study has found that:

The OMVC's latest study released in June of 2010, featuring the 200 participants who were given Mobile TV-enabled devices, is equally encouraging:

Once complete, the benefits of a Mobile TV system for broadcasters, as outline by the OMVC, will include:

Furthermore, as noted by the OMVC:

While American broadcasters have been working collectively via the OMVC to bring Mobile TV to North America, and the South Korean government's interest in "Mobile TV as an investment" has positioned the nation such that it is now exporting technology to Vietnam and Cambodia (Hartvig, 2010), there has been comparatively little Mobile TV investment and testing in Canada. Currently, no Canadian version of the OMVC exists. Furthermore, the Government of Canada has to date shown little interest in the digital television transition apart from collecting the generous billion dollar "digital dividend(s)" reaped by its auctioning of spectrum for digital usage.

In contrast, planning for the United States' 2009 digital television transition (a core prerequisite for digital mobile TV) started during the 1990s under the Clinton administration (Taylor, 2009, p. 13). In Australia, both the Department of Broadband, Communications and the Digital Economy, and Broadcast Australia, have been conducting Mobile TV trails in metropolitan areas of Australia using various standards including DVB-H, DMB and MediaFLO since 2005 (Department of Broadband, 2010).

No comparable national Mobile TV trials have been conducted, or are planned, in Canada. Instead, the Government of Canada placed its faith a number of years ago in industry to conduct such testing on their behalf. As noted in the Government of Canada consultation paper, Improving Canada's Digital Advantage: Strategies for Sustainable Prosperity,

How has industry been doing then with regards to formulating and rolling out a comprehensive national digital free-to-air mobile TV strategy for Canada? As for wireless carriers, they appear to be happy with the 3G/4G mobile model and have not expressed any interest in embracing free-to-air mobile phone technology. As for Canadian broadcasters, they haven't exactly been leading the Mobile TV charge either. No collective of Canadian broadcasters working towards Mobile TV on par with the American OMVC exists. However, some primary testing by CBC/Radio-Canada has occurred on a limited basis.

According to Anthony Caruso, Director of New Broadcast Technologies at CBC/Radio-Canada, the public broadcaster is "very interested in Mobile TV" (Caruso, 2010) with "limited trails" having been conducted in December of 2009 via the French CBFT-DT DTV station in Montreal "to assess impact on workflows and address other production issues" with a future trial planned in 2010 via Toronto's CBLT-DT (Caruso, 2010). However, as noted by Caruso, trials rely on the "availability of proper receivers with the new ATSC MDTV chip built in. we understand that new receivers (with the right sensitivity) may be available by the late fall 2010" (Caruso, 2010).

Mr. Causo's comments regarding the need for receivers hits the non-human object on the head. In order for industry to move forward with pilot projects and officially launch Mobile TV services, it first requires core digital transmitter infrastructure and mobile devices. Since the Government of Canada long ago passed the digital television infrastructure buck to industry, such upgrading has only occurred in pockets of the nation (primarily around urban markets of Canada with populations of 300,000 or more, as required by the CRTC). Without additional infrastructure expenditures, a viable Mobile TV market is unlikely to take (wireless) root in the country.

As noted by a OMVC representative, "whether you're talking about broadcast TV or cell phone signals transmitted from similar towers, the laws of physics will apply. Rural areas will need the same transmission equipment as urban areas" (Arland, 2010). Since a mobile TV "transmitter may cover only about 1000 km2" compared to "75,000 km2 for DTV" (Kumar, 2010, p. 144), Canada will require even more digital television transmitters than are currently scheduled to be installed by broadcasters as part of the analogue to digital terrestrial television transition scheduled for 2011 (a number that is already less than the number of current analogue TV transmitters in the country). In terms of the cost of all of this, an OMVC representative maintains that,

Of course, the "modest" cost for broadcasters noted by the OMVC to upgrade to Mobile DTV assumes the existence of suitable digital terrestrial television transmitters and towers already being in place. This is not the case in Canada (nor entirely the case in the U.S. for that matter).

Once the digital television transition in Canada is complete (2011? 2012? 2015?), much of the Canadian population will be well positioned to receive Mobile TV. However, with regards to the digital television transition deadline scheduled in just over 13 months from the writing of this paper, Canada does not appear to be on track to meet such a deadline. Any delays with the digital terrestrial television transition will have a domino effect on the roll out and success of Mobile TV as ATSC signals and infrastructure are needed in order for Mobile TV to flourish.

It is vital that the Government of Canada step up their leadership to ensure that the Canadian digital TV transition happens in a timely yet comprehensive manner. Any investment in the required digital television infrastructure by government directly, or through incentives for industry to do so, will have a positive impact on Canada's digital economy beyond simply television-viewing households. Furthermore, Canada must address the digital divide issue to make sure that the same 10% of Canadian viewers who won't be served by the digital television transition also have access to Mobile TV services. One example of the need to close the digital divide involves Canada's Aboriginal peoples who reside in remote areas of Canada that will not be well served by digital television transition in 2011. While an argument can be made that Northern communities are all on satellite TV anyway and that a lack of a terrestrial digital television is a non-issue, such a lack of digital TV signals also means a lack of Mobile TV for these communities. According to the 2006 Canadian Census, the median age of the Aboriginal population was 27 years, 13 years lower than the median age of non-Aboriginals (Statistics Canada, 2006). Based on the OMVC's findings, 27 year olds fall within the very group that will be most interested and best served by Mobile TV. If Aboriginal communities in Canada are going to be part of the international digital economy they must have the required infrastructure. The question is, who will provide it?

In addition to desperately needed infrastructure, it is vital that Canadians are able to access the types of devices that will allow them to receive Mobile TV. If wireless carriers are not going to provide users with such phones, Canadians must be allowed to obtain such ATSC Mobile TV phones (for example, the Samsung Moment) independently and be able to use them with their carrier of choice. Similar to the previous cell phone number fiasco in Canada that saw users lose their mobile phone numbers if they changed carriers, Canadians must be allowed to use whatever phone they want, including phones that allow for free mobile TV viewing. Furthermore, while wireless carriers will no doubt want to bundle their 3G (and future 4G) services with their mobile devices, wireless carriers must not be able to restrict the use of Mobile TV by requiring that users sign up to a premium subscription in order to access mobile television that is already free-to-air.

It is worth noting that one of the reasons why wireless carriers in Canada have been hesitant to get behind Mobile TV appears to be a (false) perception that they will not benefit financially from offering Mobile TV-enabled phones. In terms of who will benefit the most from Mobile TV, it is clear that broadcasters and those who are capable of manufacturing Mobile TV-enabled devices (for example, Canada's own Research in Motion) will be clear winners. However, wireless carriers will also benefit from offering Mobile TV devices to their customers even if they do not receive direct revenue from free over-the-air television viewing. Since terrestrial Mobile TV is limited by line of sight, terrestrial hybrid systems will be needed (Kumar, 2010, p.145). These hybrid systems can include, "very high-powered satellites" (Kumar, 2010, p. 145), WiMax, Mobile WiMax and 3G/4G cell services to assist Mobile TV viewers who are unable to receive free-to-air Mobile TV (pictured below).

As echoed by researcher Gerard Goggin, Bruno Latour has observed that objects, "trigger new occasions to passionately differ and dispute" (Latour 2005, p15) and that they "bind us all in ways that map out a public space (that is) profoundly different" (Latour 2005, p 15.). It is hard to think of a better way to sum up Canada's current Mobile TV situation. How exactly does the Government of Canada plan to map out the nation's Mobile TV space? Moving forward, it will be instructive for those involved with making Mobile TV a reality in Canada to continually pose the following questions when striving to gauge the success of their efforts:

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