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Mr. Roeding's focus is on making the mobile shows as personalized as possible.
The clips were consistently among the most-viewed of MTV's mobile shows.
One day recently, I went to the office of Tina Exarhos, MTV's executive vice president for marketing, who is also responsible for nurturing short-form mobile shows.
Recent British consumer testing suggested that viewers might accept ad-supported programming if they could get mobile shows free, but it didn't provide any ideas for how to cram them in: most of the participants in the study, who were watching mobile television during their commutes or lunch hours, said that any cellphone show longer than three minutes was too long.
In a report made public in July 1999 called "Amusement Ride-Related Injuries and Deaths in the U.S.," the Consumer Product Safety Commission found that of the 43 ride-related deaths that occurred from 1987 to 1998 nationwide, 7 took place at mobile shows, while 28 were at permanent parks (the locations of the other eight were reported as unknown).
And that's where the weakness in mobile shows.
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"And for us, a big leader in mobile, showing what mobile can be is important," he added.
A mobile show has one disadvantage: where do you have a beer afterward?
The hip-hop show was its most-streamed mobile show the weekend after its debut earlier this month.
In it, she offers readers a how-to guide to making household objects from, well, books, like a mirror, a lamp and a fire screen, as well as the winsome mobile shown on the cover.
Of course, a strictly mobile show made sense for the Android maker.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com