As of December 2007, ITU approved T-DMB, DVB-H, OneSeg and MediaFLO as the global standard for real-time mobile video and audio broadcasting.
[1] Samsung and LG were the first to tout new generation mobile phones that would allow users to watch live multi-channel TV on the move during International Broadcasting Convention (IBC) in Amsterdam in September 2005.
[2] South Korea's DMB made a head start in May 2005, but European Union advocates for a single standard and has officially endorsed Nokia's DVB-H.
Journalists and market analyzers are currently taking widely split views about the future course of mobile TV format wars.
For instance, five-channel Virgin Mobile TV (VMTV) was launched in UK in October 2006, based on DMB technology with a £2.5m advertising campaign.
To be commercially successful, you have to provide a combination of live news, sports updates and video-on-demand made-for-mobile content which is instantly engaging.