Screen Digest’s latest mobile research analyses the impact three very different mobile content offerings will have on key mobile markets by 2011. The report says new (mobile) broadcast services, launched in only a handful of markets, are growing rapidly. And Unicast services, delivered over existing 3G networks, have begun to generate real revenues in Europe. Interestingly, analysts say that consumers are proving cynics wrong by choosing to watch TV on the smaller screen. Just under 6 million people watch broadcast mobile TV in Japan and South Korea and new broadcast networks in Italy have attracted around half a million subscribers just months after launch. Asserting that Mobile TV’s revenue potential is greater than that of games or even music due to the mass market nature of the product, Screen Digest Mobile TV specialist Ronan de Renesse believes customers will subscribe to ‘simulcast’ channels – that is, simultaneous broadcasts of conventional TV programming.