CANNES: Television remains the best way to engage audiences but when it comes to communication, there is just no getting away from mobile, purely because of the mobility and of course the ever-increasing capabilities that are being packed into the device.

Thursday was devoted to the mobile at MIPTV. Whether it was the keynote session on the future of mobile multimedia entertainment at the start of the day by Nokia's Anssi Vanjoki or the many conferences through the day which covered mobile multimedia entertainment in all its dimensions a hugely successful part of which were the made for mobile content screenings (a first ever for MIPTV).

One issue that is exercising everyone, of course, is the revenue-share model in the still embryonic mobile TV market. The way forward: flexibility in revenue shares to allow the sector to develop.

Vodafone used to split revenues 60-40 in the content providers' favour, but this needs to change as services grow more complex, said Graeme Ferguson of Vodafone.

Orange France already operates 23 3G-powered mobile TV channels. It is now focusing on investing in content, said Julien Billot. This is a route that many telcos are taking no doubt and it will be interesting to see what kind of offerings get thrown up by the techno-experts to compete with traditional content creators. Well, if they take on the best in the content business to do the work, then it might work but the jury will remain out for some time to come on that point.

Just how fast the pace of change is happening can be drawn from the fact that 3G phones could soon be passé. At least in Japan - the country leading the way onto the mobile highway of the future which is already testing 5G phones. Delegates can expect some sessions showcasing this at MIPCOM in October.