This IDC study examines the background of the development of television as an industry, its impacts across society, and how mobile TV offers the opportunity to fundamentally change the television industry, advertising, and American life. Mobile TV represents a unique opportunity for the television industry to increase total television viewing, increase total audience sizes, reinvent "appointment TV," and drive additional advertising revenue through contextual advertising.

"The opportunity to increase total television viewing through mobile TV should be a key strategic imperative of the television industry," notes Scott Ellison, vice president of Wireless and Mobile. "The time shifting and place shifting offered by mobile TV are not threats — they are the key opportunity because they make more total hours available to audiences for television viewing — and this has potentially profound implications for the television and mobile industries."