The US also has a mobile over-the-air standard not people know about:
Mobile Digital Television or Mobile DTV. It is more advanced than the home digital television: it uses MPEG-4, works with moving receivers, and had graceful degradation when the signal quality goes down. There are even stations in various cities who are broadcasting it!
But there are not many products in the US that have embraced this standard. I'd love to have a phone that had a Mobile DTV receiver built-in.
ISDB-T started in Japan, but the big market for these DTV-enabled smartphones is probably Brazil. Over-the-air broadcast TV is still the primary means of watching TV for millions of Brazilians, many of whom would probably rather not pay for data charges to watch TV on their phone if they can do it for free.
eewiz, you do have a point...people may prefer cherry-picking what they want to watch online.
But as long as digital TV broadcast is provided for free of charge/subscription (that's the case in Japan), I believe there is a demand for it on the market. China already proved it with the previous analog TV on handsets.
I am wondering whether digital TV will ever be popular in mobile devices? IMO, with increasing 3G/4G dataspeeds people would prefer on-demand streaming video than broadcast tv. Ofcourse Japan is an exception, since they had mobile TV long before the data revolution started! Comments?