“The next 12 months looks set to be the year mobile TV takes off. While the buzz around it is similar to the hype for 3G services, there is much greater optimism that TV will live up to its promise.” Some expect “about 50 million users of mobile TV by 2009, generating an estimated £3.5bn in revenue. Content that feeds off existing shows or offer extra behind-the-scene video is likely to be widely available initially but eventually there will be bespoke made-for-mobile shows.”