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Music Videos Rocking the Market for Portable Video Downloads

Contact: Jenny Barrett or Chelsey Tyson;

Music Videos Rocking the Market for Portable Video Downloads
Teens in particular will gravitate toward music videos and shorter pieces of content for mobile phones and portable media devices

Dallas, Texas November 7, 2005 — U.S. consumers, teenagers in particular, show distinct preferences for short, easily consumable content, including music videos, TV sitcoms, and movie trailers, when it comes to portable streaming video and downloads, according to Mobile Entertainment: Platforms & Services, a new study from Parks Associates.

Chief among the favored content are music videos, which received strong interest from 15% all U.S. Internet households and 38% of teenagers. The strength of this content in a portable video context validates the early efforts of such players as Apple Computer Inc., which has started deploying short, targeted videos to complement its existing iTunes music service. Further, as a growing number of existing television providers — including major cable operators — seek to enhance their offerings, they may augment their deployment with these types of mobile video content. These findings, according to Parks Associates’ analysts, may augur well in light of last week’s news that Sprint Nextel Corp. will support major cable operators in their efforts to provide mobile video content to their subscribers.

“The value of the mobile video experience will emerge through enhancements to existing services,” said Kurt Scherf, vice president and principal analyst at Parks Associates. “As early results from the Apple video experiment have shown, consumers are reacting well to the notion of music videos that complement iTunes audio tracks. The value of mobile content from the cable providers’ perspectives will be in instant access to sports highlights, news, and perhaps movie previews, services that will enhance both their multichannel and standard on-demand offerings.”

From November 9-11, 2005, at the Fairmont San Jose, Parks Associates is hosting Fall Focus: Making Media Meaningful. This executive conference examines new usage scenarios for both commercial and self-created content, including consumer drivers and the enabling technologies. Specific sessions, keynote addresses, and the Leadership Roundtable will focus on such subjects as the role of traditional media players in an on-demand world, the changing face of advertising, the outlook for portable media and devices, interactive and enhanced television applications, and user interfaces for finding and interacting with content.

For more information on Mobile Entertainment: Platforms & Services, visit or contact 972-490-1113 or For more information on Fall Focus: Making Media Meaningful, visit

About Parks Associates: Parks Associates is a market research and consulting firm focused on all product and service segments that are “digital” or provide connectivity within the home. The company’s expertise includes home networks, digital entertainment, consumer electronics, broadband and Internet services, and home systems.

Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, multiclient studies, consumer research, workshops, and custom-tailored client solutions. Parks Associates also hosts Fall Focus and co-hosts CONNECTIONS (in partnership with the Consumer Electronics Association) each year.

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