Searching for guidance on money and content in mobile entertainment, some 200 producers and broadcasters put their heads together at the first Playback Mobile Forum, held in Toronto on May 11.

The daylong summit featured panels and speakers from the wireless content and technology sector. But there was a feeling of uncertainty in the room, as panelists had a difficult time forecasting the future of mobile in Canada, as it struggles to catch up to other territories such as Europe and Asia.

Scott Dyer, EVP of production and development at Nelvana, mentioned that his animation shop has made no mobile deals for its content during the day-ending Industry Leaders Superpanel.

‘It’s not because we’re afraid or can’t afford it, but because there is no financial model or suitable project,’ Dyer said, adding the revenue models he has seen ‘always round to zero’ for the suppliers.

As expected, the hot topic was the recent CRTC ruling not to regulate mobile content, keeping the border open for foreign content providers, to the delight of carriers and anger of some producers. Epitome Pictures producer Stephen Stohn blasted the regulator at one point for having ‘abandoned’ producers. Alan Sawyer, managing consultant for IBM Global Business Services, later told the room he feels the CRTC may have taken ‘the easy way out,’ but he is conflicted about the issue.

‘Things are changing so fast that I wonder if the CRTC’s lack of a decision was the right thing,’ he added.

But Norm Bolen, SVP of Alliance Atlantis’ content group, cut right to the chase during the Superpanel, rallying delegates to move past the cumbersome issue and to start putting the knowledge gained from the forum and similar events to use.

‘Would we have liked to have seen [mobile] regulated in a way similar to the broadcaster [regulations]? Yes, but that didn’t happen, so let’s move on,’ said Bolen.

According to Playback publisher Peter Vamos, 40% of the 199 attendees were producers and 40% were broadcaster reps.

One of the most intriguing sessions was the 360° Degree Content and Delivery panel, featuring QuickPlay Media founder Raja Khanna, AA’s SVP, digital media Claude Galipeau, CHUM VP music and youth specialty channels David Kines, and Stohn.

The panelists agreed that while most new TV programs would do well to incorporate an interactive component, not all content translates to every platform. Galipeau said sports, sex and user-generated material are generating the most looks. Khanna said he would add music-related content to that list – thanks to MTV and MuchMusic.

Mike Kronish, a producer at Galafilm, says the event was worth the trip from Montreal.

‘We’re working on a project directly related to the issues being discussed, and it was the first time I had been to an event where [mobile] was the entire focus,’ he says. ‘But there should have been a 14-year-old boy and 15-year-old girl there, telling people what they do [with wireless] and what they want. Instead, there were a bunch of white executives trying to figure that out. We should be talking to people that are consuming.’

Yet, according to some panelists, the time for talk may be over if Canada wants to run with leaders in the mobile world. A call for innovation amid admitted confusion was the prevailing theme for the day, best summed up by Khanna in the closing moments of his panel.

‘Jump now, think later, pray,’ he said. ‘This is a time for innovators. We must try to define the market instead of follow it.’

www.playbackmag.com/mobileforum/2006