The Association for International Broadcasting (AIB) is urging broadcasters to abandon a wait and see approach to delivering content on mobile, and instead, to act now.
The AIBs latest market intelligence briefing draws parallels with the situation faced in the late 1990s, when media companies had to decide whether to move on to the web, unsure of what that meant for them either in terms of investment, or whether the public would use the Internet in large numbers. The AIB says it sees similar hesitation and resistance within some media companies towards mobile today, despite the fact that there are now probably double the number of mobile phones in use than there are PCs.
The AIB is working on a number of projects to make sure its broadcaster members can harness the power of the mobile in an innovative way. In 2008, AIB linked up with Nokia to get AIB-member content onto its Internet Radio and Video Center platforms. The AIB is also working with a Mobile TV start-up to enable AIB members to place their news, current affairs, science, technology and lifestyle programming onto mobile handsets in Pakistan, India, Hong Kong, South Korea and other countries.
The AIB says its work in mobile will continue to expand throughout 2009, but adds that traditional delivery methods remain relevant for broadcasters choosing the most effective platforms to reach audiences in specific markets.  For example, the latest AIB market intelligence briefing also includes an update on pay-TV developments in the South African market.