Michelle Clancy ©RapidTVNews | 18-07-2011

The Mobile Content Venture (MCV) has at last launched its consumer brand, Dyle, to help consumers identify whether a mobile device is compatible with free-to-air live television via local affiliates in the US.

The name and logo are a significant part of MCV's strategy to drive awareness of and educate consumers about this increasingly prevalent form of live mobile TV in the United States.

MCV calls the Dyle brand "fun" and "retro," but the main purpose is to certify that a device is capable of receiving and decrypting live mobile broadcast TV signals, which are being transmitted OTA in much the same way that TV signals once were sent to rabbit-ear sets back in the day. The idea is to facilitate the development of a new national mobile digital television service that utilises existing broadcast spectrum to enable member companies to deliver content to mobile devices, including live and on-demand video, local and national news from print and electronic sources, as well as sports and entertainment programming.

Since the U.S. settled on the ATSC M/H transmission standard for DTV in 2010, the over-the-air mobile digital television transmission standard, mobile DTV has been seen as the greatest hope for mobile TV uptake in the U.S., having the backing of the FCC and various stakeholders. Media companies and local affiliates, for instance, are excited by the prospect of new ad revenue streams.

According to the research firm In-Stat, the U.S. mobile DTV sector will experience solid growth over the next few years, with more than 30 million ATSC Mobile DTV devices expected to be deployed by 2014. The Dyle brand will be used to identify them.

"When a consumer sees the Dyle logo on a box, they will know that the device has the technology required for live mobile TV, on-the-go, wherever they are," said Salil Dalvi and Erik Moreno, co-GMs of MCV, in a joint statement. "TV station owners can be confident that a Dyle-enabled device offers users the best possible live mobile TV experience."

In April, MCV, a joint venture comprising 12 major broadcast groups, announced it expects to have member stations in 32 markets up and running, including stations owned by Belo, Cox, Scripps, Gannett, Hearst, Media General, Meredith Corp., Post-Newsweek Stations and Raycom Media, all of which are part of the standalone entity known as Pearl Mobile DTV, and Fox, ION Television, Telemundo and NBC.

The expectation is to cover 50 percent of the U.S. population by year-end. The goal is to have at least two ad-supported channels in every major market.

"Live, local video will ultimately be a key part of mobile services," said Dalvi.