tal television DVB-T transmitter infrastructure. For tight integration with other broadband systems DVB-H can also be deployed by overlaying the mobile cellular network with transmitters located at base stations. There are several issues related to broadband wireless integration. The first is integration within a standard mobile network, e.g. for sending service information and provisioning the return channel. See second is integration with other emerging broadband wireless networks: 3G systems and wireless LAN. Here the integration can also be on the content level; the actual content can be sent on any of these networks and switching between them might be provided on a handover basis. Neverthless, many issues in this area remain to be developed and tested. C.4 Application and Services By far the most critical aspect of DVB-H and other broadband wireless systems does not concern the technology but on providing applications and services attractive for consumers, especially the ones who would create a viable business model for operators. This is a difficult problem if consumers are not willing to pay for another TV service. On the other hand, advertising based TV for handhelds also does not seem to be attractive. Today there seem to be two main ways to solve this problem. One way is simple porting of current TV and Internet TV broadcasts to DVB-H, in the form of, for example, news clips. Incurring little costs, this would manifest the presence of content owner in another distribution channel. However, this does not seem to be universally a good idea due to limited battery power, which does not encourage watching full-length movies on mobile terminals (not asking even if this is convenient). It thus seems that mobile TV content will be more of a 'clip', 'flash', 'spot' or 'short story' type rather than full feature content. Obviously the best way to go is to devise new innovative services for which consumers would actually be enticed to pay, which is of course a very challenging issue. These could be a form of speci