I've been totally immersed in Mobile TV for the last few months and on Friday I presented a keynote talk at CASBAA's 2007 conference in Hong Kong on the subject. One of the main problems with Mobile TV at the moment is expectations. Individually - 'mobile' and 'tv' - are two of the biggest business ideas of all time. Not surprising then that most people simply expect 'Mobile TV' to be a runaway success right out of the box. If only it were that simple.

As part of the soon to be released research paper, I talked through a 10 point checklist on the essential ingredients of a successful Mobile TV service, based on the interviews I have been running with senior media executives over the last few months. I'll spill the beans on this soon - but suffice to say, for the most part it boils down to one very important thing. Ease of use. Which translates roughly to not letting the engineers, lawyers and accountants have free reign when launching new consumer services.