Sony Ericsson’s Pocket TV is the first of its kind and acknowledges youth’s shift from traditional television viewing to new digital platforms. It will fill the gap by offering a new and different kind of music-based entertainment show made for mobile.
Sony Ericsson’s Pocket TV will be free to download in five weekly 90 second segments to any handset through a dedicated WAP site (pockettvshow.mobi). It will also be available to watch in longer, three minute segments through a YouTube channel at youtube.com/pockettvshow.
The shows will be hosted by Matt Edmondson with help from a number of roving reporters. Segments will feature irreverent, humorous interviews with artists and bands, live sessions and behind the scenes features.
As well as music, Sony Ericsson’s Pocket TV will cover entertainment and youth culture, whether it’s comedy, fashion or film, but with its own unique style. The show will also feature16 to 24 citizen journalists who will submit their ideas for segments that they will also front.
The line up for episode one includes Hockey playing an acoustic set in a greasy spoon café, and interviews with N-Dubz and Florence and the Machine.
The show, ad-funded by Sony Ericsson, is a fundamental component of the brand’s ‘not as you know it’ concept announced in April 2009. The concept, which makes everyday entertainment experiences new and unfamiliar, encapsulates the fresh, new direction being taken by Sony Ericsson to its core youth audience.
Dave Hilton, head of marketing at Sony Ericsson, said: “Sony Ericsson’s Pocket TV acknowledges the growing trend of viewing content through new digital channels. Youth audiences may be watching less television, but they are online and using their mobile handsets, and they are more passionate about music and entertainment than they have ever been. Sony Ericsson’s trademark is its ability to energise, inspire and offer real consumer benefit; this has always been one of our key differentiators and it will remain so. For us, it is about being bold and fresh.”
Sony Ericsson’s Pocket TV is produced by JA Digital in collaboration with iris Experience. The show is project managed by iris Experience as the creative agency, Brando providing publicity and social media support and Mediaedge supplying media planning and buying.