For the past few months, the mobile network operators have been cascading propaganda upon us about the wonderful world of mobile television.
Today is the latest chapter in that ongoing story: the mobile TV trial that O2 has been running in Oxford is now reporting its results - and according to the spiel, it shows "clear consumer demand for the creation of a nationwide, mass-market, multi-channel mobile broadcasting service".
Great. But, of course, they would say that. Hang on, don't be so cynical, say O2. According to the figures, 76% of triallists said they'd buy the service within a year. Sounds good, but is it the whole story?
Well, last week the Guardian reported how mobile TV might not be the money spinner the networks hope.
Mobile telephone operators, desperate to make more money from their customers and having so far failed to persuade them to do more than talk and text, are clutching at mobile television as a potential money-spinner. The research, however, shows that most people would be willing to pay only about £5 for the service - half of what many in the industry were hoping.
The industry, of course, is constantly looking for a new cash cow. Spending billions of 3G licenses is just one of many reasons why revenues need to go up. That's why the "next big thing" is constantly paraded in front of us - but whether it's picture messaging , music downloading or video calling, most new models have failed to catch fire in the way that networks really want.
But who knows. Mobile TV might take off - if somebody can develop really good content. But don't be surprised if the telecoms industry soon comes up with another "must-have" service we should all be using.
