Currently most mobile TV content is ad free with consumers paying a monthly rate for access. But Cowley believes that is unsustainable.
"I'm afraid the consumer will not keep paying on a pay per view or subscription basis," he said. "We need to find an advertising model that works"
Cowley added that the consumer feels there is a "natural fit" for certain types of advertising. "From our research they would not feel there was any problem with Gillette sponsoring sport, for example, as long as they got something back, which probably means making it [the broadcast] free."
Speaking at the Nokia mobile marketing summit in Paris yesterday [22 November], Cowley added: "It's a mistake to think mobile content can be packaged in the same way as it is for TV."