The nine-week trial, conducted by Ericsson and Norwegian Broadcasting Corporation (NRK), has shown that, on average, users of interactive TV watch mobile TV for more than five minutes each session, which is double that for regular mobile TV viewers.
The interactive mobile TV enables mobile phone users to watch streamed TV programs live and at the same time interact with the show.
Ericsson and NRK launched a downloadable client for the existing interactive TV format, Svisj, in November. It has enabled viewers to vote for which music video they want through the touch of a button, and to chat with the host or other viewers on their mobile.
Kurt Sillén, vice president of Ericsson Mobility World, said of the trial, Interactivity contributes to a richer mobile TV experience for users. It builds on their existing behavior and makes mobile TV an even more attractive entertainment option.