Mobile TV is an innovative application and is curren tly considered as a tremendous opportunity for Europe to maintain and expand its competitive leadership in mobile communications technology with the richness and diversity of its audiovisual sector services, in a ‘win-win’ situation. However, several common European initiatives are necessary, including interoperability of equipment/devices and availability/accessibility of service everywhere/ anytime, attractive commercial offers, spectrum availa bility, light regulation on authorisations and care for content-related issue s, to ensure efficient development and to boost demand for Mobile TV in Europe.