This box was made for walking: how will mobile television transform viewers' experience and change advertising?

The aim of this project, commissioned by Nokia, was to explore the impact of mobility on television. It focused on the ways in which mobile television may transform people's experience of viewing and consuming television. It also addressed the ways advertising may change with the introduction and adoption of mobile television. In terms of methodology, the research primarily drew on a literature review. In addition, the research also included interviews with industry and academic experts. The report discusses how television and advertising are likely to evolve in the future. The key questions which were addressed in the report were 'How will mobile TV transform the way people consume and view television' and 'How will mobile television impact advertising'. The project ran from March to November 2006.