"Mobile could be the greatest media ever created" - News Corp COO
But Chernin warns more should be done to promote medium
News Corp COO Peter Chernin has praised mobile entertainment, stating it could be more significant than television - provided content creators treat it as a medium in its own right.
Chernin was speaking at the CTIA wireless IT and Entertainment conference taking place at the Los Angeles Convention Centre.
"Mobile could be the greatest media vehicle ever created, greater than even television," he stated.
Chernin sees the mobile sector as still in its infancy, but the opportunities are there to take advantage of consumer demand.
"Despite the buzz, we are still only sitting on the precipice of a consumer opportunity no one has ever seen before," he said.
"We sell things that no one really needs. It is a completely unnecessary product. But they still crave it. I know how to sell experiences that consumers crave," he added.
Chernin also believes the mobile industry isn't doing enough to entice consumers to its products.
"We need to market much more imaginatively. Just promoting availability does not cut it. We need to establish an emotional connection: communicate ease of use, communicate fun, communicate experience," he said.
"Make is easy to find," added Chernin. "It is a joke to find content on and off the deck."