Italians Take To Tiny TVs

(reg required) I was a bit taken aback by the opening sentence of this article: “Cellphone frenzied Italy has emerged as the fastest-growing market for DVB-H”…I’m pretty sure it’s the only commercial DVB-H service currently in existance, so it’s pretty easy to be the fastest growing one.
Admitedly 3 Italia signed up 111,000 users pretty quickly, but it had the World Cup as a kick-start. “Buoyed by the early success, 3 Italia’s CEO Vincenzo Novari believes DVB-H will become a TV viewing force, predicting 10 million mobile TV customers in Italy by 2010.”
I think the most interesting aspect of mobile TV in Italy is the business model, which is different than that proposed elsewhere.