Having attended, spoken at and chaired conferences on the subject of mobile television, the most striking thing is that many of its proponents appear to have little enthusiasm for, or even understanding of, the television medium. Mobile television is simply seen as a technological possibility and a commercial opportunity. Yet evidence of real consumer demand remains illusory. It is still unclear how much people will be prepared to pay to see traditional television on their mobile phones, with so many alternatives competing for their attention. Understanding the user is the key to providing a successful product or service. The television industry generally has an intuitive understanding of its viewers. Ironically, mobile phone providers, which have a more direct relationship with their customers, still seem to have some way to go.