I have been in UK since a few days, and am using Vodafone 3G service on Sony Ericsson phone. Recently they have launched Mobile TV, which means mobile users can entertain themselves on the move. The quality is just about decent with a wide variety of channel choices including CNN, SKY, MTV, DISCOVERY, CARTOON NETWORK and another 30 odd channels. Free until 31st Jan, after which the access charge will be around £10 per month for all the channels. Not bad at all.
I believe there is lot of scope for innovative content which will emerge specific for the mobile tv media such as short musicals, short comedy clips, cartoons and perhaps in future will also get integrated with adverts and m-commerce.