European officials have backed a single standard for the rollout of mobile TV services across Europe.
Telecoms commissioner Viviane Reding has called on member states to roll out services using the DVB-H standard "as quickly as possible".
Some key players have questioned why Brussels rather than the market is deciding what the standard should be.
And analysts warn it could see the UK fall behind unless regulatory issues are ironed out.
Mobile TV services, which allow news, sports and other programmes to be broadcast directly to handsets, have begun rolling out around the world.
View: BBC News