With Mobile TV being hyped as the next big thing in the telecoms world the big question is whether the experience is sufficiently compelling to draw people into become paying subscribers. Mobile TV faces significant competition for people’s time, not least from other applications on the device itself. Where, how and why do people watch Mobile TV? What elements need to be in place to offer a seamless and compelling experience? What are the real world barriers to a achieving this and how can they be overcome? And ultimately what are the characteristics of this emerging medium that set will it apart from its competitors and help it both find and cement its niche in the media landscape?