TVMobile

Mediacorp began developing the TVMobile service, known as "digital television on wheels," in 1997.

In 1999, a consumer research company conducted a survey before introducing the TVMobile service.{{cite news |title=What MediaCorp says |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/newpaper20010224-1.2.18.2?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=The New Paper |date=24 February 2001}} Project Eyeball reported that similar signals had been transmitted for over three years before TVMobile was launched.{{cite news |title=Sending out the right signals |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/eyeball20010221-1.2.3.16.1?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Project Eyeball |date=21 February 2001}}

TVMobile was launched by the then Minister of Information and the Arts, Lee Yock Suan, at a ceremony held at the Bishan Bus Interchange on 14 February 2001.{{cite news |title=Page 13 Advertisements Column 1 |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010214-1.2.19.1?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today |date=14 February 2001}} At the launch, Lee described it as "the coming together of two previously incompatible activities – watching television and commuting."{{cite news |title=World's first TV on wheels launched in S'pore |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010214-2.2.2.2?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today (Afternoon Edition) |date=14 February 2001}} Singapore was the first country in the world to launch a national commercial mobile digital television service. The launch followed the announcement of a similar service called Channel OOH! by Mediacorp's competitor, SPH MediaWorks,{{cite news |title=Battle on for short attention span |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/eyeball20010215-1.2.3.13.5?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Project Eyeball |date=15 February 2001}} which was jointly operated by Captive Vision.{{cite web |date=12 February 2001 |title=MediaWorks in out-of-home TV channel venture |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/biztimes20010213-1.2.18.4 |access-date=13 September 2023 |website=The Business Times (retrieved from NLB)}}

At its launch, TVMobile was jointly operated with Nera Telecommunications; Mediacorp later purchased Nera Telecommunications' 20% stake in April 2003.{{cite news |title=MediaCorp buys TVMobile stake |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20030423-2.2.18.3?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today (Afternoon Edition) |date=23 April 2003}} Along with the launch, an event was held at Ngee Ann City on 17 February to promote the service.{{cite news |title=Page 15 Advertisements Column 1 |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/newpaper20010216-1.2.21.1?qt=tvmobile&q=tvmobile |work=The New Paper |date=16 February 2001}} The event was also broadcast on TVMobile through its hourly updates between 12 PM and 5 PM.{{cite news |title=It's carnival time! |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010217-1.2.7.9?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today |date=17 February 2001}}

At launch, TVMobile was broadcast to over 1,500 SBS Transit buses using DVB technology through its base stations across Singapore. The buses were fitted with two monitors for single-deck buses, three monitors for double-deck buses, and eight to ten speakers inside the buses, along with an additional 89.3 MHz FM radio broadcast for the audio output of the service. It targeted a daily audience of 1.5 million, based on the estimated daily ridership of SBS buses, which was 2.5 million. Mediacorp invested S$50 million in the service. The company also considered plans to extend its services to other modes of transport, such as LRT, taxis, and ferries.

The launch of TVMobile received positive reviews from some commuters. A research executive said that TVMobile helped her "have a nicer ride,"{{cite news |title=Mobile TV turns on bus riders |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/eyeball20010215-1.2.3.13.4?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Project Eyeball |date=15 February 2001}} while another stated it "made commuting a more enjoyable experience,"{{cite news |title=TVMobile makes bussing less boring |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010227-1.2.11.2?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today |date=27 February 2001}} and yet another remarked that it kept "all the unwanted noises down."{{cite news |title=TVMobile wonderful distraction |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010227-2.2.8.1?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today (Afternoon Edition) |date=27 February 2001}} However, it was disliked by some commuters. One passenger requested the removal of a monitor on the SBS buses,{{cite news |title=Give commuters a choice by removing one monitor |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes20010223-1.2.38.6?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=The Straits Times |date=23 February 2001}} a media consultant felt irritated, and her friends experienced headaches.{{cite news |title=Masthead |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes20010223-1.2.42.1?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=The Straits Times |date=23 February 2001}} Some passengers also "missed the peace of a quiet ride."{{cite news |title=Mobile TV 'nuisance' |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/newpaper20010223-1.2.8.3?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=The New Paper |date=23 February 2001}} Additionally, some of TVMobile's viewers were unable to follow the Chinese programmes.{{cite news |title=Tell us, TVMobile... |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010519-1.2.9.4?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=19 May 2001}} In an online poll by ST Interactive, 62% of respondents said it had "destroyed their peace and quiet,"{{cite news |title=HOME . FORUM |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/straitstimes20010223-1.2.6.6?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=The Straits Times |date=23 February 2001}} while a Streats poll found that 10% were "in favor" of TVMobile.{{cite news |title=Poser: Should SBS, MediaCorp, switch TV Mobile off? You say... Yes, it's a big turn-off |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/streats20010223-1.2.16.1?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Streats |date=23 February 2001}}

Additional transmitters were installed in early March 2001 to help address the squeaks and picture loss in most of TVMobile's coverage areas,{{cite news |title=Fine tuning TVMobile |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/streats20010228-1.2.3.2?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Streats |date=28 February 2001}} in response to a commuter who noticed such interruptions while travelling.{{cite news |title=Test the system, please |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010227-2.2.8.3?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today (Afternoon Edition) |date=27 February 2001}} TVMobile also improved the quality of the images and adjusted the volume on the TV monitors.{{cite news |title=TVMobile to improve |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010307-2.2.5.10?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today (Afternoon Edition) |date=7 March 2001}} In May 2001, TVMobile reached the Suntec Fountain Food Terrace as part of an agreement between TVMobile and Suntec Food & Leisure.{{cite news |title=TVMobile at Suntec |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010518-1.2.8.12?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=18 May 2001}} In December 2001, TVMobile aired SMS Love Dedications, where people could send text messages about love. The messages were broadcast on Mondays at 8 AM and 6 PM, except on 24 December, when they were only aired in the morning.{{cite news |title=Page 21 Advertisements Column 1 |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20011204-2.2.30.1?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=4 December 2001}} In July 2002, TVMobile was reorganized as an outdoor advertising medium.{{cite news |title=TVMobile to woo advertisers |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20020730-1.2.13.9?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=30 July 2002}}

Despite the decline in the advertising market in 2003, TVMobile saw improvements in its technology, with downtime reduced to just 1%, changing the perception of advertisers. A survey conducted in July 2003 showed that TVMobile had an audience of 758,000 viewers per day, with an average viewing time of 20 minutes, based on the average bus trip time of 26 minutes.{{cite news |title=TVMobile is going places |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20031003-1.2.55.1?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=3 October 2003}} By this point, TVMobile could also be seen at locations such as Bintan Resort ferries, Nanyang Polytechnic, and Causeway Point. From August to October 2003, TVMobile aired short films created by students from Ngee Ann Polytechnic. On 5 February 2004, TVMobile began airing 27 award-winning animated shorts from Nanyang Polytechnic for six weeks. Bruce Poh of Nanyang Polytechnic stated that TVMobile is a medium "for the industry to discover the creative and talented works" of the higher education institution.{{cite news |title=Students' animation coming to TVMobile |url=https://eresources.nlb.gov.sg/newspapers/digitised/page/today20040205-2.1.30 |access-date=12 December 2023 |work=Today (Afternoon Edition) |date=5 February 2004}}

MediaCorp discontinued TVMobile upon the expiry of its agreement with SBS Transit on 1 January 2010. The company stated that the discontinuation followed a careful evaluation of the service's viability, as the resources required to operate and maintain TVMobile were substantial.

TVMobile's programmes were tailored to the public commuter, based on the average travelling time of 15 to 20 minutes,{{cite news |title=Screens on wheels: TV service for buses promises something for all commuters |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010203-1.2.21.4?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today |date=3 February 2001}} providing them with news, traffic, weather, and critical information, along with the latest programmes. Programming was divided into three dayparted slots: morning, noon, and evening. The morning slot, which began at 6:30 am, was aimed at workers and professionals with informative shows, while the noon slot targeted school children and housewives.

70% of its programming was in English, with the rest in Mandarin. However, not all Mandarin programmes carried English subtitles.{{cite news |title=How about subtitles?... TVMobile provides the answer |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010528-2.2.8.5?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today (Afternoon Edition) |date=28 May 2001}} It also aired programmes that had yet to be shown on Singaporean TV channels. At launch, its programming catered to the "widest possible" demographic group, including Busercise, an interactive exercise programme for bus commuters, fashion programmes such as Video Fashion and Model TV, MTV, 4D and Toto updates, and Mediacorp's productions such as Gurmit's World and Extraordinary People. TVMobile also aired the National Day Parade{{cite news |title=N-Day Parade on TVMobile |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010728-1.2.26.2?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=28 July 2001}}{{cite news |title=Catch Sunday's National Day Parade on TV, radio and online platforms |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20090808-1.2.5.8?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=8 August 2009}} and the Star Search 2003 Grand Finals.{{cite news |title=Beyond buses |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20030704-1.2.12.5?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=4 July 2003}}

It featured re-runs and simulcasts of shows in both Mandarin and English from its sister channels, and occasionally included original content, such as shorts produced in collaboration with Nanyang Polytechnic.{{cite news |title=Students' animation coming to TVMobile |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20040205-2.2.35.6?qt=tvmobile&q=tvmobile |access-date=12 December 2023 |work=Today |date=5 February 2004}}

TVMobile used a single frequency network transmission system, meaning that its broadcasts could be received without the need to retune to another frequency while the bus was moving.{{cite news |title=TV on wheels and advertising deals |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/today20010215-2.2.4.8?qt=tvmobile&q=tvmobile |access-date=11 December 2023 |work=Today (Afternoon Edition) |date=15 February 2001}}

The network had one main transmitting site, nine filler transmitting sites, and two transposers located island-wide. The digital signal was carried via ATM and microwave transmission mediums to the main transmitting site, before being re-transmitted to the filler sites.

TVMobile was available on SBS Transit air-conditioned buses, Bintan Resort ferries, the Tasty Corner and Delight Corner in Suntec (Carrefour), and a few SmartCab taxis. In addition, an audio simulcast of the channel was available by tuning in to 89.3 MHz on the FM band.

As of 2005, TVMobile had been installed in most of SBS Transit's buses. TVMobile was an outdoor digital television station, broadcasting live news and entertainment programmes throughout the buses' operating hours. By 2006, SBS Transit was the only bus operator to have installed TVMobile in its buses.

From time to time, SBS Transit's use of TVMobile frequently attracted criticism in the Straits Times' Forum pages. Some commuters held the impression that the installation of TVMobile was the reason for increases in bus fares, despite announcements clarifying that this was not the case.Gan Y. C., Save money, do away with TV Mobile, The Straits Times, May 27, 2006 Saturday.Chong J., Forget TV mobile, give us more frequent bus services", The Straits Times, May 19, 2006.Arip, A., Did TV Mobile survey include a cross-section of commuters?, The Straits Times, November 9, 2006. There was also feedback regarding TVMobile's suitabilityBalaguru, R., 'Desperate Housewives' on TV Mobile not good, The Straits Times, May 25, 2006. and the repetitiveness of the programmes broadcast.Tan, K.S., TVMobile repeats programmes ad nauseam. Can anything be done about it?, The Straits Times, November 26, 2005.Teo K.S., TVMobile is boring. Take off old shows and replace them with new ones'', The Straits Times, August 28, 2006.

This was despite the fact that the infrastructure and equipment of TVMobile were not managed by SBS Transit, but rather by MediaCorp TV Holdings. SBS Transit buses were simply the medium on which TVMobile was installed. TVMobile also provided an additional source of revenue for SBS Transit, due to the royalties paid by MediaCorp.

• RoadShow is a similar system used in public buses in Hong Kong

{{Reflist}}

• [https://www.mewatch.sg Mewatch Official Website]
• [https://www.mediacorp.sg MediaCorp]

{{MediaCorp}}

{{Chinese language television in Southeast Asia}}

Category:2001 establishments in Singapore

Category:2010 disestablishments in Singapore

Category:Broadcasting in Singapore

Category:Defunct television channels in Singapore

Category:Mediacorp

Category:Television channels and stations established in 2001

Category:Television channels and stations disestablished in 2010

Category:Radio stations established in 2001

Category:Radio stations disestablished in 2010

Category:Television stations in Singapore