MobiTV Hits 500,000 Subscribers

USA Today profiles MobiTV, the company that provides dozens of TV channels to cell phone subscribers. More than 500,000 customers are paying $10 per month to watch TV on a 1-2 inch screen. Does anyone know how MobiTV markets their service? I've never really seen it advertised. Do the carriers themselves promote it? And if so, how? The company also announced MobiRadio (50 satellite radio channels) as a separate subscription at a conference in San Francisco this week.