There are lots of ways for OEMs to compare their mobile handsets against the competition. Most of those methods are of a technical nature, measuring output power, sensitivity, run time etc. From the end users perspective, however, it's difficult to conduct a side-by-side test because, for the most part, the only metric users can view is voice quality, and even that can be difficult to "measure."
Now, thanks to mobile TV, there's a simple way to measure the quality of a handset. Simply watch TV of two handsets side-by-side. While the average consumer may not conduct such a test in their home, they could easily do it a store that sells handsets. Simply set the dial on two handsets in the store to the same station, and see for yourself which has the better picture. If you have enough time, you could see how the battery is run down in TV mode. You could also more easily judge the audio quality of the TV program than you can of a voice call.