The initial years of mobile TV since its launch in 2005 have brought to the surface many surprises, to the chagrin of content producers and mobile TV operators. Many pay TV
services launched with considerable fanfare did not do well, while their counterparts — i.e., free TV services — were a roaring success. This was witnessed in virtually every market such as in Japan, where the success of free 1-Seg broadcasting led to MBC Co. (which operates the satellite-based pay service Moba-Ho ® ) reportedly considering closure. The same was the case in Korea, where the satellite-provided S-DMB pay services growth of customers stopped at a dismal level of 1.8 million, while its counterpart T-DMB numbers rose to well over 18 million. The advertising model, where used, has been subject to regulatory restrictions. Mobile TV has proved to be a challenge for service providers as well as content owners. In this chapter, we discuss the challenges and revenue elements of mobile TV. It turns out that the type of content that can be delivered is based on the type of mobile TV platform that is implemented. A broadcast TV is a completely different animal from a unicast TV delivered via a 3G network. We will also review mobile TV platforms and how they can be optimized for the end-user experience. In this chapter, we ﬁ rst look at the types of content that when accompanied by Live TV or VoD can create a winning experience. Subsequently, we look at the platforms for its delivery, tools for creation, and revenue models.