Rogers On Demand Mobile TV TTC Subway Poster Campaign

Dear Minister Moore,

I’ve been taking the TTC a lot more since it’s too cold (for me at least) to ride my bike to Ryerson and the mounting parking tickets have been killing me.

Anyway, it’s hard to miss Rogers’ “Future TV” subway poster campaign currently on display at the St. George stop on the University line.

While other subway riders now likely think I’m the weirdest tourist ever (even backing away as I walked past them), I snapped a photo of each poster.

Beyond noting that I don’t think TV in the Tub is the best idea and to ask when TV inside the Subway poster will come out,  here are some other reasons why I took these photos;

1) I thought taking pictures of the posters was better than stealing them.

2) This is the most ambitious poster campaign for Mobile TV that I’ve ever seen in Canada.

3) Obviously, Rogers believes that there is a future (and a future revenue stream) for Mobile TV.

4) Rogers knows their target market. I’ve only seen this full, 10 poster campaign at the St. George Station, the TTC stop used by University of Toronto students.

5) There are no people featured in the posters. Where are they? Walking the dog while waiting for the 3.5 G connection to re-establish? Or perhaps we, the viewers, are to insert ourselves into the ads, imagining that we’re in the tree watching Being Erica “on demand” at $XX per GB of video streamed. Even if this was the aim, they still should have put people in the ads, or at least a few human body parts. I get that the laptop itself, and the content it shows, is the fetishized object but even those “Unboxing” videos on YouTube feature hands.

6) It misleadingly suggests that can watch TV on your laptop, on demand,  from anywhere. Good luck doing so if you’re out of cellular signal range.

7) Although I’m more interested in promoting free-to-air, over-the-air Mobile TV (using ATSC technology) rather than the on demand, 3.5 G/4G model being pushed by Rogers, I do like these posters for the reason that they illustrate that people will indeed watch TV on a variety of screen sizes, in a variety of locations, if given the opportunity.

8 ) Non-human objects like signals (sparkled in fairy dust or otherwise), devices, content, Loonies, towers, trees, stores and concrete all contribute (or not) towards the robustness of Mobile TV-viewing social(s) . The success of Mobile TV in Canada will be determined by all these objects and not simply whether or not people “want it”.

Best,

Steven

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