Shanghai- Shanghai Media Group’s Dragon New Media Co., Ltd. launched the territory’s first mobile phone-based TV service dubbed Fifth Media on May 28, according to Chinese media reports. Dragon New Media is specializing in producing programs tailored for mobile TV, not simply editing traditional TV content, Zheng Jie, the company’s chief editor for the business, told reporters. Zheng noted there is a tug-of-war between the Ministry of Information Industry and the State Administration of Radio Film and Television over who will decide on the standard for mobile TV, and he described the lack of a standard as the biggest hurdle facing that business. China Mobile Communications Corporation and China United Telecommunications Corporation are trialling mobile TV on their quasi 3G networks.