TV makers must experiment with mobile

[by Mike Butcher @ MIPCOM] On a panel session at MIPCOM, Clare Tavernier, senior vice president interactive for FreemantleMedia Licensing Worldwide, noted that content providers remain in control of mainstream media “except when we have mass markets on mobile platforms.” That’s why their strategy at the moment is to get their content out on mobile to as many people as possible, and signing lots of deals. “That complexity means smaller independents can’t manage this, which might be frustrating. To build mobile TV content, we have to get it out. It shouldn’t depend on which portal or platform – that will take time to shake out.”