eMarketer announced a report forecasting the number of US consumers who watch TV programming on mobile phones will rise to 15 million in 2009.

The research company says that although the future of mobile TV looks promising, U.S. mobile entertainment use is minimal. M:Metrics data from October 2005 reveals that fewer than 10 percent of U.S. mobile subscribers had used their phone's browser to get news and information, send a photo message or purchase a ringtone.

"Mobile video and audio entertainment are bringing new energy to the US wireless business. There are real opportunities out there," says Debra Aho Williamson, eMarketer senior analyst and author of the "Mobile Entertainment: The Rise of the Very Small Screen" report.

The report also suggests that mobile phones could provide a compelling new platform for media companies and marketers.

"Just as online video advertising has taken off because of the way it blends video's high brand engagement with the internet's interactive, tracking and targeting capabilities, so too will marketers be drawn to mobile video advertising," adds Williamson.