States, with a num- ber of other trials taking place around the world. For example, in the United States, Verizon Wireless (www.verizonwireless.com) has launched V-Cast, offer- ing dozens of channels with 60-second "mobisodes" for US$15 per month, and Cingular (www.cingular.com) and Sprint Nextel (www.sprint.com) both offer Chapter 16 Emerging Wireless Applications MobiTV for US$10 per month. Many other countries are also beginning to offer mobile TV as well. A number of vendors are preparing for mobile digital TV solutions. It is already becoming a standards war. As discussed in the next sections, the following stan- dards are being promoted in different places around the world: Digital Multimedia Broadcasting (DMB) Digital Video Broadcasting-Handhelds (DVB-H) Integrated Services Digital Broadcasting (ISDB) MediaFLO Which of these standards lives to dominate remains to be seen. After all, we have never created a global standard for analog TV, but then again, normal TVs aren't mobile and therefore don't require a global standard. Other issues need to be addressed, including potential regulatory problems, spectrum planning, network and access capacity, the reality of figuring out how to actually make money (monthly subscription fees? pay-per-view? pay-per-minute?), the fact that such offerings stand to cannibalize other 3G data services, the usability factor (will people actually want to watch TV on a 2-inch screen?), and, most importantly, content issues. TV plays a significant role in the lives of people worldwide. In addition, mobile subscriber penetration has reached, if not surpassed, what is statistically a very high level of saturation in many markets. Finally, there is little doubt about the inevitable convergence of the broadcast and mobile industries because it is already happening. Therefore, broadcast mobile TV definitely has potential, and interactive TV and the extension of advertising are at the forefront of that success. DMB was the first mobile TV standard to market, being put into use in a number