Shifting consumer behaviour and attitudes resulting in viewers increasingly expecting to access content wherever and whenever they want, will quickly make mobile TV mainstream says a new report Companies and Markets.

In The Future of TV: The evolving broadcast and on demand landscape, the researcher firmly believes that mobile TV is a reality today and moving towards the mass market with the Asia Pacific region in particular standing out as the mobile video dominant area, with the highest volume of mobile video phone sales. One primary driver for mobile video adoption is access to live sporting events, particularly soccer, cricket, and motor sports.

However, on a more general note the concept of TV Everywhere will likely be prevalent as digital TV in all of its forms - terrestrial, cable, satellite, IPTV - is booming says the analyst. HDTV is becoming prevalent in mature markets, and emerging technologies such as mobile TV make a significant contribution.

Companies and Markets adds though that just as all of these developments are encouraging new players to emerge in the TV space, business models are changing and incumbent operators must adapt to survive.