The impact of interactivity on mobile broadcasting value chains

Mobile TV is expected to be the crucial mobile service application driving the short- and mid-term development of the mobile service industry. Mobile TV can be seen as the bearer of additional interactive service elements. Interactivity is perceived to be a new source of revenue and the decisive factor for success of future Mobile TV and other mobile broadcasting services. Interactivity is defined, and different options to implement interactivity are identified and classified in this paper. In addition, the impact of broadcasting value chains is analysed.