Tag Archives: original mobile content

2009 Mobile Excellence Awards Accepting Submissions

The Mobile Excellence Awards is now officially accepting submissions for 2009, for “all walks of the ecosystem,” including entertainment, media & technology, in a series of upcoming events for the industry to celebrate the best of mobilemealogo entertainment.

The premiere Mobile Excellence Awards event last year was a killer event. MobilizedTV encourages its readers to submit and join the fun at the event.

The 2009 Mobile Excellence Award Categories are as follows:

Industry Star Award
Chosen for exemplary achievement and overall impact on the mobile entertainment industry, by either, product, service, or executive team’s effort in making a difference

People’s Choice Award
Special Recognition for Industry Achievement chosen by the Mobile community itself

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MOFILM for More Mobile Content

If you’re interested in mobile content, you need to know about MOFILM,which, according to its website, “celebrates the intersection of art, commerce and technology in the fast evolving sector of mobile entertainment,” and also distributes independent film content to mobile operators and content service providers around the world. MOFILM just debuted its first film festival on February 18th and 19th, 2009 at the Mobile World Congress in Barcelona, in collaboration with the Mobile World Congress and sponsored by Chevrolet, Gigafone and Accenture. Mobile film festivals are an essential way of moving mobile content forward, exploring formats for mobile content, celebrating creatives who achieve success in the arena, and developing the aesthetics particular to the format.

For the first MOFILM Film Festival, participants submitted films of five minutes or less. A panel of leading experts selected the short list of five films, and the audience then voted for the winner with their cell phones. Winners were: Best Comedy (Frank Chindamo for English as a Second Language), Best Drama (Tor Kristoffersen for Enough), Best Documentary (The Science of Attraction by Claveski), Best Science Fiction (Star Chicks by Jay & Angela Lee) and Best Animation (Pushkin by Trevor Hardy). The overall winner was a close contest but in the end Frank Chindamo won the Chevrolet Cruse. [MobilizedTV will have an interview/story with Frank Chindamo early next week, so stay tuned.]

MobilizedTV had a chance to interview the MOFILM co-founder Ralph Cochrane, a pioneer of content for mobile and online services.

When was MOFILM founded and how has its mission evolved?

It started two years ago in 2007, the result of a dinner conversation in Chicago between the Sundance Institute and the GSM Association. The conversation went along the lines that the Sundance Institute is tasked with showcasing emerging filmmakers, they have a huge catalog and a number of submissions every year in the short film category. Two years ago, we had a huge issue of needing short, punchy clips for mobile. We asked the question, would it work on mobile? So we created a test at Barcelona. We took five leading filmmakers that Sundance recommended including Dayton & Ferris, Justin Lin (who directed Fast & Furious: Tokyo Drift); Corey McAbee (the actor in American Astronaut); and the writer/director Jody Hill, now working with Seth Rogen and Maria Maggenti. That’s how we started. I was brought in because I was the ‘expert’ who knew how to deliver film to the phone. For us, it was a marketing project: trying something out in the Sundance lab style. The reaction was so positive we thought, maybe something is here.

What changes/evolution have you seen in mobile content over the years?

There are lots of changes. The biggest one is that compared to two years ago when people asked, Is this a good idea? We don’t even get asked that question now, because of the iPhone, as well as other phones from LG and others. The device size is no longer a problem, no longer an issue. The networks are much better, so you now can transmit content in that way.

There are ways of monetizing it. Look at the iPhone. You can actually make money off of content. It’s still developing; iPhone is the tip of the iceberg. People are much more aware of mobile also: there are 4 billion mobile phones in the world. It’s not just about content-either. If you can do something people want to share virally, like games or content, people are actually using it. So a lot has changed in two years.

Initially everyone thought mobile content had to be snack-sized in terms of length. Is that still true? Or do you see long-form gaining traction?

I think if you look at what Corey McAbee is doing with Stingray Sam, you can see he’s created content of 10 minutes in length, episodes, and that’s a format that’s becoming more popular. There has been some research done by Nokia to show the average viewing length for mobile TV, which is basically broadcast TV, is about 22 minutes. That’s the length of a 30-minute TV serial. You also have to bear in mind how it’s being paid for. It’s very similar to broadcast TV. There are advertisements, brought-to-you-by sponsorship preroll. It’s different than buying content on iTunes. But the technology and viewing shows that people will watch a reasonable length. People also side-load movies, but that’s probably a step too far for the market around the world.

What was it about English as a Second Language that made it a winner in the comedy category?

We had a review panel made up of the community, the people who create from around the world, so it wasn’t just English- speaking. We had people from Brazil and China. I think a couple of things about this entry really worked: it’s shot very well for mobile, it’s close-up, and it’s a topic–men and women interacting–that you can relate to . Oh, and it’s funny. I was slightly surprised, because I thought animation might win since it has less spoken dialog, and we had animation with no dialog at all. Overall, English as a Second Language won pretty narrowly over the animation genre because it wa a funny, well written script.

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Miss Playboy Mobile: First Step in a Global Mobile Strategy

In April this year at CTIA Wireless conference in Las Vegas, Playboy Mobile announced Miss Playboy Mobile 2008, sponsored by THQ Wireless and Viva! Vision.

With carriers in control of content, adult content has been largely shut out of the mobile content game in the most obvious way. Yet, without fanfare, Playboy has expanded its reach in mobile, in 50+ countries and well over 80 carriers.

Playboy Mobile took a much higher profile here with the April announcement about Miss Playboy Mobile. I spoke with Ed Lang, SVP and GM, Mobile and International Online, Playboy Enterprises and a veteran in the wireless industry, to find out how Playboy can both maintain its brand and meet the PG-13 requirements of the mobile platform.

MobilizedTV: How do you stay true to the Playboy brand in a mobile environment that restricts adult content?

LANG: We do have an interesting split in how we distribute our content. International strategy is different than U.S. strategy. Some countries are more conservative, the U.S. being one of the most conservative countries. Here, they only allow PG-13 content, which disallows even models modeling clothing in a particular way, anything at all sexually suggestive. A lot of territories in Asia, particularly Southeast Asia, and the Middle East are also conservative. Europe is the most receptive to that content. They allow streaming XXX content in those territories. The bulk of adult business is in Europe.

How do you promote the Playboy brand in the U.S.?

We knew we needed to focus the brand into its more traditional and aspirational areas, which is the lifestyle side it’s been over the last 50 years, the lifestyle associated with someone who’d buy the Playboy magazine. We created a Playboy experience, with fashion and design elements.

That decision was made a couple of years ago and we initially weren’t leveraging the full breadth of the brand in our digital media. The company realized there were other areas to be competitive in in the mobile space, rather than being pigeon-holed. I realized the editorial voice of Playboy is so strong and we demonstrated the depth and breadth of the brand in the U.S., not just to consumers but to carriers. We felt we didn’t necessarily have to fall in the stereotype; there was no reason why we should accept the brand positioning being set by other people.

How did that position evolve?

About one year into my job we made the decision to go out to the direct-to-consumer market and prove that theory. Rather than direct carrier deals, we launched initiatives relating to consumers. Really, the greatest effort to demonstrate the lifestyle was to launch our model search. Other people had done similar things, so we had the benefit of looking at that and thinking of how we could differentiate ourselves. Last year, we launched an ambitious project around Miss Playboy Mobile, to find a non-nude contestant who would the crown winner.

Amber - contestant and ultimate winner

Amber - contestant and ultimate winner

We crowned her at the April CTIA Wireless conference. It was well attended and we demonstrated the ability to pull off a gender-friendly event with a viral component. It also went cross-platform, starting as mobile initiative and moving into social media on the computer.

Miss Playboy Mobile contestants

Miss Playboy Mobile contestants

Miss Playboy Mobile - the winner!

Miss Playboy Mobile - the winner!

That led to a partnership with mywaves. We’re expanding the strategy of syndicating our content with social media on the phone, so you’ll hear about more deals in this space. Mywaves is Playboy’s first ad-supported, mobile-content distribution deal to handle syndication of a content channel.

I understand you also came out with an iPhone version of your WAP site?

Yes, when the iPhone came out earlier this year, we launched a WAP site optimized for the iPhone that will leverage the 3G version of the phone. That will stay a one-off decision. I’m not interested in optimizing for multiple handsets. But there’s a “thing” happening around the iPhone and we didn’t want to be on the sidelines.

The iPhone site features an immersive experience including “Playboy-on-the-Scene” footage from lifestyle-based projects. iPlayboy contains mobile-specific features such as “Battle of the Sexiest,” “Playboy Radio,” and “Scout,” a blog on sex, dating, and other lifestyle topics. iPlayboy is an ad-supported site which will be upgraded continuously to include social/community involvement, a content storefront, and other feature introductions, integrating the iPhone experience with Playboy Mobile’s PC experience.

What have you learned from the Miss Playboy Mobile experience?

Our three-pronged approach is our mobile internet site; syndicating our content out to mobile social networks, and a yet-to-be-announced comprehensive messaging strategy. Basically, we’ve done enough deals with enough depth to do both free, ad-supported content and premium content, with every type of messaging solution you can have. This will be a big deal for us, because previously we’d only done short code. We’ll integrate messaging between how we syndicate our content out, our mobile site, and how we interact with it online and with social media. The idea being that every one of those places that people can interact with the brand, they’ll be one click away from our messaging strategy, which will lead you to discover everything in the network.

When do you expect to be able to monetize the mobile portion of the strategy?

We’re already making revenue from ad sales on the mobile site. When you monetize what we’re doing across product offerings, we think this will work from an ad-generating place alone. Each one of these three prongs will eventually have a premium area with an up-sale for more premium service or content. What Playboy is aspiring to do is deliver value. We’re in the process of coming up with unique content offerings that people haven’t seen before. We are trying to push the envelope by bringing out things that we believe haven’t been done in the past.

One example is that we recently decided to go into the mobile original content area and we have our first series we’re going to put out. The way we approached it is very different. We figured out how to integrate the divisions of the company, ranging from TV to the magazine and our sponsor ad partners. How we’re releasing it is also unique. We thought about integrated marketing. It won’t be video with a pre-roll or post-roll. We said, Let’s go for integrated marketing, product placement, just like TV, and that’s the elements we did.

To finish it off, we just announced that we’re in the planning stages of taking the Miss Playboy Mobile competition global. I have no less aspiration than attempting to pull off something that’s never been done before. We’re ambitious in the number of territories, the interactions, to integrate sponsors into the competition and the abilty to run it on online and mobile with a heavy social media element. We set our sights on the bigger campaigns and want to improve on it. We have localized partners that produce products and content for us: 26 local magazine publishers that publish local editions, TV stations that add to our broadcasts, digital partners who represent us in certain regions. Leveraging those partnerships allows us to customize and localize for the global Miss Playboy Mobile. Localized competitions feed into the regionalized and then ultimately global competition. There are sponsorship opportunities at each level and we continue to target both men and women. We look at top social media networks in all the different global regions and we’ll try to extend a widget or application to those, in the native language. It’s an ambitious project and the targeted time frame will be Q1 2009 with target party at CTIA Wireless in April.

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