WCMH-TV (Columbus, Ohio) is the First Media General Station to Launch MDTV

RICHMOND, Va. — Media General, Inc. (NYSE: MEG) said that WCMH-TV, its NBC affiliate in Columbus, Ohio, is the company’s first broadcast television station to launch mobile digital television (MDTV). The real-time local broadcast service began on September 23, and can be received on suitably equipped laptops, mobile phones and other portable devices.

Marshall N. Morton, president and chief executive officer of Media General, said, “At Media General, our greatest strength is that we have the right local content for our marketplaces. Mobile DTV is an important new way to extend our reach and deliver this content to our viewers, when, where and how they want it. We already serve a growing audience over numerous personal wireless devices, with our e-mail, texting and mobile Web site services. Mobile DTV now allows us to deliver our television content to on-the-go consumers. We look forward to launching Mobile DTV in as many as 5-7 additional television markets in the coming months.”

Dan Bradley, WCMH-TV vice president and general manager, said, “We are excited to launch this convenient and free new service. We are eager to meet the needs of our viewers with unique content wherever they go, helping to expand their viewing day. Launching a simulcast of WCMH’s primary channel is the first step.”

Media General is actively engaged with a leading group of broadcasters in deploying mobile television. Mobile DTV allows broadcasters to provide their local content to suitably equipped mobile devices, including live and on-demand video, local and national news from print and electronic sources, and sports and entertainment programming. Some devices have a “chipset” already built in to receive the signal, while others require an external USB-type or other tuner available at electronics stores. Research shows that mobile-equipped consumers watch more television than before and that they particularly appreciate convenient access to live, local news.

In the coming months, WCMH expects to provide unique graphics for the mobile stream and allow for spot advertising insertions much like cable systems do today.