There is a lot of debate about digital mobile television in Australia at the moment and who will bid on the upcoming spectrum being auctioned later this year.   What types of services will be offered and what effect it will have on the advertising pie, not to mention how mobile advertising may be the next gold rush.

If history of Australian media is anything to go by the new mobile services will likely be controlled by existing media outlets.   For the most part traditional media has adapted albeit slowly to the onslaught of digital by shoring up their traditional revenues using  the three B’s method.   Block,  Build and Buy.

Block any innovation that threatens current revenue streams.  This has been the case in digital television in Australia with all but the public broadcasters sitting on large amounts of spectrum until they can get the right mix of legislation protection.

Build,  many have built digital add-ons to their businesses to protect advertising revenue leaching to competitors.  This allows them to keep a foot in both camps and cross bundle opportunities while learning what new models may be required for success,

The third method is Buy.  If any upstart seems to be taking a bit too much of the pie, buy them out early and integrate them into your own business mix.   This has the added benefit of blocking your own traditional competitors from doing the same, and makes you look innovative and progressive in the emerging platforms.

There is no doubt that all Australian media and telecoms companies will look at mobile tv.  the challenge is once you buy, will the consumers or advertisers come to the party.

There is one thing for certain, sport, music and entertainment will be the drivers.