3.30pm update: Music execs say that mobiles have the ability to take a serious bite out of Apple iPod's status as the favourite consumer device for music downloads.
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12pm: Do viewers want to watch TV on their mobiles and what does it mean for broadcasters and production companies?
ABC has proven that good content can drive online downloading of TV shows - pointing to the success of Lost and Desperate Housewives online and via iTunes (8m sold so far).
However, Bruce Gersh, senior VP of ABC Entertainment, says that mobile is a different ball game and ABC has not yet provided full programmes to mobiles anywhere except Korea. The issue is quality and not ruining the customer experience.
His colleague Bernard Gershon, senior VP of ABC News Digital Media, adds: "People are not going to watch a football game live on mobile yet but they will watch news updates or what is going on in Hollywood."
Of course, in the UK a number of players such as Sky, Channel 4, ITV have been experimenting with full-length shows: Hollyoaks, football, cricket, the launch of ITV1 simulcast on 3 and most recently Virgin Mobile's simulcast TV service.
Mr Gersh argues that "simulcast is intriguing" but from his side of the business in entertainment "timeshifting", watching when you want, has worked best. Except for 'live' events like perhaps the World Cup or breaking news.
Made for mobile content that reflects big brand properties resonates with ABC, he cites the example of the "Lost Diaries" spun-off as extra content from the main TV show. Such content could also be a great unique selling point for mobile companies to drive subscribers.
The follow-on panel session picks this theme up with Linda Summers, head of strategic development at Red Bee Media, arguing that a "mixed economy" of made-for-mobile content and traditional "linear" programming will win through.
She cites trials in the UK that have had people viewing mobile TV for up to 30 minutes as evidence that full-length shows will be popular with some.
Buena Vista International Television (EMEA)'s exec VP and MD Tom Toumazis argues that complex TV shows that develop plots and communities of followers - like Desperate Housewives - are perfect to be exploited as "snackable" extra content beyond TV.
Michiel de Gooijer, head of mobile TV and video at Endemol, agrees that things like "mobisodes" linked to big brands works. He cites a 4-minute show with O2 called "get close to the Sugababes" as a new creation beyond an existing TV property for mobile that worked well.
Someone asks if they will all be out of jobs with the rise of user generated content - online and via mobile - from the likes of YouTube and SeeMeTV on operator 3's platform.
Mr Toumazis counters by saying that on the production side there will have to be an "Upping of the game" to compete but that ultimately TV shows create strong brands and great creativity can then be exploited in different ways on any platform.
Ms Summers agrees that traditional TV has a "massive role to play in terms of brands for the web and mobile".
Cost of mobile TV programmes will be a factor and models - co-funded by operators in exchange for unique exclusivity, ad-funded, subscription and season pass - will need to be sorted out.
Lastly, a major issue will be cross-promotion to keep users interested in a programme brand and extension from linear TV to online to mobile.
To this end, Ms Summers argues that marketing budgets need to be used better to drive consumer awareness and adoption - "discoverability" is an issue, even at this nascent stage of the growth of the mobile TV market.
3.30pm update: Mobiles have the ability to take a serious bite out of Apple iPod's status as the favourite consumer device for music downloads, say senior executives from MTV and Sony BMG.
Speaking at a Mobile Content World panel discussion Ole Obermann, European VP of digital business development at Sony BMG and Angel Gambino, VP of commercial strategy and digital media at MTV, are (cautiously) optimistic about the future of mobile music downloading.
"Several technical issues need to be addressed (for mobiles to be used widely as music players) such as battery and capacity both need to improve and there isn't a phone out there that is as easy-to-use as an MP3 Player or an iPod," says Ms Gambino. "There doesn't need to be a killer device to see revenues but it will take probably three years to start getting customers on board in numbers."
A number of manufacturers, such as Nokia, Samsung and Sony Ericsson, have developed music-led mobile phones but none so far have come close to being attractive enough to consumers to match the iPod.
"Mobile phones are a better 'jukebox' as music can be accessible (to download) wherever you are, there is a fantastic opportunity," says Rob Lewis, director of technology firm Omniphone, another panel member.
A key element, that ties into how mobiles as music devices are marketed, is raising awareness of some attractive business models that exist such as for unlimited download subscription services.
"Marketing is a huge challenge and we need to figure out how to market together," says Mr Obermann. "If it could be £10 or £15 to get all the music you need we need to tell people that."
Ms Gambino points out that MTV's music download service Urge, launched in conjunction with Microsoft but not yet available in the UK, was made mobile download compatible at launch to futureproof the service to capitalise on potential growth in mobile music downloading.
She argues that many non-specialist brands - such as mobile operators - have jumped in to sell music but in the long run it is companies with a strong heritage in music, such as MTV, that perhaps better resonate in the download market.
"There is not a lot of brand association (with music) for a lot of mobile operators but they are spending a lot on getting into the market. But for the likes of us, or music magazines, there is a critical role for brands to play and we can grow the market."
The potential is clearly there - 60m iPods have been sold globally and yet there are 2bn mobile phones.
Mr Lewis points out that there are a number of countries, such as South Africa, the Phillipines and China, that don't have a legitimate iTunes service. In addition many people don't have a PC, credit card or MP3 Player so the current model is far from global.
Although, as all three admit, there is "a lot of work to do to get beyond iPod first."
