By Kim Tong-hyung
Staff Reporter

Mobile television operators will introduce interactive versions of their digital multimedia broadcasting (DMB) services next month. But there are mixed predictions on whether the new technology will sizzle or fizzle.

The country's six terrestrial DMB operators plan to beam the first signals of their "DMB 2.0" services in December. DMB 2.0 is described as an interactive television service based on mobile Internet networks, enabling viewers to surf a range of data-based services such as e-commerce, stock updates and personal video recordings (PVR).

However, it won't be until next year that mobile television viewers will get a taste of the interactive services, as the industry has yet to have a handset or mobile device to support the new technology.

TU Media, an SK Telecom affiliate and the country's only operator of satellite-based DMB, which is a pay-television service unlike terrestrial DMB services that are provided free, will release a handset supporting interactive broadcasting before the end of the year.

YTN, a 24-hour cable news channel and also one of the terrestrial DMB operators, has recently signed a contract with the Ladies Professional Golf Association (LPGA) to broadcast women's golf tournaments from next year.

Viewers will be able to check the statistics and scouting reports of a player while watching her performance on the handset screen, YTN DMB said.

It is still unclear whether DMB 2.0 can give the mobile television industry a much needed jolt. Although more and more Koreans are getting television on their mobile phones, this has yet to give DMB operators a license to print money.

A sustainable business model appears to be elusive, as neither the ad-supported nor fee-based models have been lucrative for mobile television operators.

Advertising revenue for the country's terrestrial DMB operators was less than 10 billion won last year, while TU Media, which has about 2 million subscribers, has yet to break even.

The companies expect DMB 2.0 to make mobile television more essential for wireless users, rather than a brief time-killer that is forgotten once outside the commuter train.

"Allowing users to watch television and stay connected to the Internet at the same time would be a big plus. However, success will depend on the release of the handsets, and whether there will be enough of them," said an official from the T-DMB special committee, consisting of representatives from the six terrestrial DMB operators.

"Viewers can search the Web, shop online while watching television, while getting news, stock information and weather updates. The technology could also be arranged to enable users to buy clothes and accessories worn by television stars as they watch them."

DMB 2.0 will get its chance to take off when operators introduce video-on-demand (VOD) services over their networks sometime during the second half of next year, the official said.

However, the success of interactive mobile television will be dependent on the range and prices of the handsets made available - the response from wireless carriers and handset vendors so far is quite lukewarm.

LG Electronics, the country's second-largest handset producer behind Samsung Electronics, wants to be the first company to produce a DMB 2.0-enabled phone, which is due out sometime around March.

SK Telecom is talking with handset makers over releasing a DMB-enabled handset with recording capabilities by sometime during the first half of next year.

However, this pretty much sums up all the talks on the handset front at this point.

The terrestrial DMB operators may not expect a jump in ad revenue with DMB 2.0.

For the majority of people, DMB 2.0-enabled phones will never be considered affordable, considering the processing power and large screens required. Industry watchers expect the devices to cost around 700,000 to 800,000 won.

Slow download speeds may also test the patience of viewers. Interactive mobile television isn't so cool when it takes about 10 minutes to download a 4-megabyte song.

thkim@koreatimes.co.kr