Documentary Channel™ Completes Successful Cell Phone-Based Audience Research Pilot

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All-Documentary film channel partners with Mobile Transit Authority™ on Mobile Interactive Initiative for Television.

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The Documentary Channel™, nicknamed DOC, announced today the completion of a successful cell phone-based national audience research pilot. Developed in partnership with Atlanta-based Mobile Transit Authority (MTA), it is the first research program of its kind in the nation.

The 4-week pilot encouraged viewers to participate via on-screen prompts strategically placed during scheduled programming. The prompts instructed the viewer to participate in an opt-in sweepstakes via text message to win a video iPod containing Documentary Channel content. To improve their chances to win, viewers could participate in a 3-minute IVR poll via a click-to-call link from the text message. The poll included the collection of basic demographic data, as well as queries such as their interest in viewing short documentaries downloaded to their mobile device.

“We were looking for an innovative way to interact with our audience,” says Jay Kelley, SVP, Marketing for The Documentary Channel, “and mobile seemed like the logical choice. We worked with Mobile Transit Authority to develop and execute this unique pilot and the results exceeded our expectations. Not only did viewers respond, but over one third participated in the IVR survey.”

Results Highlights

  •      70% of respondents were male
  •     66% of respondents were single
  •     96% of respondents were under 54 years of age
  •     81% were “somewhat” to “extremely” interested in watching short docs on their wireless phones

“This cell phone-based pilot clearly demonstrated the new symbiotic relationship between two ubiquitous consumer media -- the television and the mobile phone,” says Bob Evers, Managing Director of Mobile Transit Authority, “enabling both advertisers and programmers to cost-effectively measure audience dynamics both qualitatively and quantitatively.”

“With over 217 million cell phone subscribers in the the U.S.”, says Kelley, “ we believe that the mobile phone will play a powerful role in the future of digital content distribution and audience interaction.”

About The Documentary Channel

The Documentary Channel (DOC) is the USA’s first television channel exclusively devoted to airing documentary films. DOC seeks out and showcases independent, cutting-edge and international non-fiction programming usually only seen in film festivals. DOC is the television viewer’s 24/7 opportunity to see fascinating, eclectic documentary films of all lengths and genres, from classics to cutting-edge.

The Documentary Channel was founded by CEO and documentary filmmaker Tom Neff. DOC launched in January 2006 on Dish Network to over 12 million subscribers.

About Mobile Transit Authority

Mobile Transit Authority LLC (MTA) is an Atlanta-based mobile marketing agency founded by an experienced group of mobile marketing, technology and internet entrepreneurs.

The MTA is the first entity in the mobile medium to offer clients a spectrum of best-in-class mobile marketing B2B and B2C solutions including strategic consulting, brand planning, mobile campaign development and management, and custom application development.

Media Contacts:

For The Documentary Channel:

Jay Kelley, SVP Marketing


For Mobile Transit Authority:

Bob Evers, Managing Director



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Jay Kelley
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