BBC reports on the European mobile TV market
Trials have shown that conventional TV schedules do not adapt well to mobile TV, which needs short and self-contained sequences.
Analysts say the key message about video programming for mobile phones is to think short and limit content to 90 seconds.
The TV application must not impede the mobile phone functions.
Another must is interactivity - the ability to use the phone as a back channel, for voting or linking to websites.
Media analysts say that when mobile TV services become mainstream, the big sellers will be football, comedy shows and adult content.
