Apps a nail in coffin of broadcast mobile TV

By Tarmo Virki

HELSINKI (Reuters) - For years it was the talk of the wireless industry: beaming television to the world's four billion cellphones would be the icon of the digital age. Now, just three letters are hastening the demise of that vision.

App. Short for "application," the programs people download from online stores to run on their portable phones have enabled consumers to choose for themselves which moving pictures to take in when they are on the go.

As Facebook and Twitter disrupt business models for mainstream media -- and on the platform that's a lifestyle statement for young adults -- the one-size-fits-all approach of broadcast mobile TV got stuck before it even properly took off.

"It is a financial disaster," said John Strand, a consultant who has followed the mobile industry closely for more than 12 years. "It's a nice product, but the customers won't pay for it."

One way to see why not is to watch young Brazilian footballers knocking a soccer ball around in the Helsinki Cup. A youth tournament currently playing in the Finnish capital, it's hardly a world event in the conventional sense.

But the video clips they are uploading from their phones will run on their parents' mobiles or PCs back home.

"It's even easier than with still images, and a much nicer and expressive way to tell them the news from over here," said David da Silva, spokesman for the team from Brazil.

The service they are using comes from a Web site which offers users the chance to send video from cellphones to their own TV channels on the Web. A small venture, it is one of thousands of offerings from the likes of Apple, Nokia, RIM and many others letting users drive their mobile entertainment.