How do you follow March Madness? With more live TV applications on Apple's App Store.
Mobile TV firm MobiTV is set to launch three more live TV iPhone apps for big sports brands, following the success of its March Madness app for CBS Sports earlier this year.
Although none of the three have been announced, ME can reveal that two are for big US sports brands, while one is for a more global sporting organisation.
Meanwhile, the learnings from these apps are filtering through to MobiTV's core mobile TV service, which is offered on a monthly subscription via carriers.
"It's much easier for us to innovate in these applications: we can build new functionality in them, and then transfer it to our core TV product," chief marketing officer Ray DeRenzo tells ME, explaining that the core service is only refreshed twice a year.
"But in a six-month period, we might be able to do ten applications, and every one affords us a new opportunity to introduce a new feature."
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MobiTV is also gradually increasing D2C distribution for its core service, and plotting a return to Europe - but with a different strategy to that it tried three years ago.
For the full interview, click here.
