Does anyone care about Mobile TV?

There is a big push right now by mobile carriers to make people believe they want mobile TV, and analysts seem to be lapping it up. But, does anyone actually want live TV on their phone? Personally, I hate TV and do everything I can to avoid it (in particular LIVE TV). I think Apple has a much better system at the moment for automatically loading movies, podcasts, and other video content to their iPhone (and iPods) without all those annoying ads. Will anyone actually pay extra just for live TV on a tiny cel phone screen? I know I won’t.