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Music Videos Leading Portable Downloads

U.S. consumers, teenagers in particular, show distinct preferences for short, easily consumable content, including music videos, TV sitcoms, and movie trailers, when it comes to portable streaming video and downloads, according to a new study from Parks Associates.

Chief among the favored content are music videos, which received strong interest from 15 percent of all U.S. Internet households and 38 percent of teenagers. The strength of this content in a portable video context validates the early efforts of such players as Apple Computer Inc., which has started deploying short, targeted videos to complement its existing iTunes� music service.

Further, as a growing number of existing television providers - including major cable operators - seek to enhance their offerings, they may augment their deployment with these types of mobile video content. These findings, according to Parks Associates' analysts, may augur well in light of last week's news that Sprint Nextel Corp. will support major cable operators in their efforts to provide mobile video content to their subscribers.

"The value of the mobile video experience will emerge through enhancements to existing services," said Kurt Scherf, vice president and principal analyst at Parks Associates. "As early results from the Apple video experiment have shown, consumers are reacting well to the notion of music videos that complement iTunes audio tracks. The value of mobile content from the cable providers' perspectives will be in instant access to sports highlights, news, and perhaps movie previews, services that will enhance both their multichannel and standard on-demand offerings."

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