Telephia released a study that found the mobile TV audience grew 45 percent, to 3.7 million subscribers in Q2 2006.

The study also found that total quarterly mobile TV revenues increased to $86 million last quarter, an increase of 67 percent since Q1. The increase of mobile TV viewership may provide marketers with new opportunities in branding and revenue to explore.

"Mobile TV is the fastest growing wireless data service, and marketers are working quickly to figure out how they can capitalize on what has the potential to be the most important new form of media since the advent of the internet," says Tamara Gaffney, director of product management, Telephia.

Among all mobile TV users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40 percent of the total mobile TV audience.

"As seen with ABC News, Fox Sports and The Weather Channel, securing the widest distribution and coverage remains a primary objective. Additionally, channels that deliver trusted, branded content, as seen with CNN, ensure high viewership will continue after launch," adds Gaffney.