Hong Kong – Over 60 carriers, advertising agencies, broadcasters, handset manufacturers and application developers gathered at the CASBAA annual CXO Mobility Summit in Hong Kong on May 19 to measure the latest developments in mobile TV and a future roadmap in Asia. Sponsored by Synovate and supported by TV5MONDE, the invitation-only interactive roundtable drew together industry decision-makers for a 360-degree review of the mobile TV sector. Participating companies include Admob; Carat Media Services; Comcast International; CSL; Disney Media Distribution; Al Jazeera; Fox International Channels; iMusicTech; i-POP; Irdeto; ITSun; Locatrix; MotherApp; Outblaze; PCCW; PricewaterhouseCoopers; Research in Motion; Smartone-Vodafone; Sony Pictures Television; SPB Software; SpeedCast; TMSway; Turner International; TVB.com and ZenithOptimedia. Panels included a session with content owners, advertisers and handset manufacturers, discussing observations on what is needed to make mobile TV happen. Summiteers heard there is an urgent need for improved measurement tools to gather critical consumer data – a prerequisite for mobile becoming a serious contender for ad spend. That led to the old question of who in the end would cover the mobile TV tab – carriers still wondering if advertising could cover what consumers still seem unwilling to pay for.