Abstract
This article explores the Italian mobile television market and analyzes the value chain and business models used by the main operators. As suggested by the term itself, mobile television involves the coming together of two different industries, telecommunications and broadcasting. In the author’s view, the business models for offering mobile television services will not rely only on broadcasters but telecommunications operators will have a key role, too. To illustrate these aspects, the article considers the Italian case representing one of the main developed mobile television industries at European level.
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