?Technology never works? muttered the MD of ITN Online while he fumbled with a stroppy Powerpoint presentation. Nicholas Wheeler gave an outline of ITN?s set up (a dedicated newsroom of 35 staff producing for broadband and mobile using desktop production because it makes economic sense?) but also said advertising needs to be properly sorted out on these platforms. He said mobile is probably the best advertising medium we?ve seen because it is personal, the last-point before sale, one-to-one and very tightly targeted, but content producers need to show that they know what they are doing and present a ?united front? to advertisers. ITN?s mobile news service runs a 15-minute loop which currently has no ads because they don?t feel they are user-friendly: ?The last thing we want to see is a 30-second spot being transferred to a 30-second clip. ?Instead ITN is looking at sponsorship for sports or weather bulletins which offer advertisers very targeted audiences. ?It?s an absolutely compelling sell if we get out there and sell it to the industry.?