Back in the 90's, there was a venture capital clique that goes something like "a technology in search of a solution." As in so many areas of media, the fact that a technology exists to do something doesn't mean consumers will rush to adopt it. In the case of downloadable TV, it appears that they will not.

The U.S. market for downloadable TV is likely to remain tiny for many years, with relatively few cell phone users bothering to take advantage of the feature.

(excepts from Media Life Magazine)

According to a recent study from Mobinet conducted among 4,000 cell phone users in 21 countries. A joint venture between Cambridge University in Britain and the consulting firm A.T. Kearney in Chicago, Mobinet found that around the world just 15 percent of cell phone users were willing to pay to watch TV shows on their cell phones.

That figures rises among younger people. About 24 percent of cell subscribers under 25 years old told researchers they were willing to pay for content.

Among all those surveyed, 49 percent said their first choice would be news clips. Sports came in a distant second at 17 percent. Entertainment followed, with music videos at 16 percent, movies, 9 percent, and TV soap operas and reality shows, 8 percent.

These results are hardly surprising when you think about it, say the researchers. Who wants to watch a TV show on their cell phone?

"If you can wait until you reach your office or home, you are most likely not going to watch it on a cell phone. That's why the applications that are time-sensitive, like news and sports, fit very well. There is a value to that."

The study found that cell phone subscribers in North America were the least interested in TV content. Only 6 percent said they're willing to pay to download TV clips.

Of course, video features and the promise of a boatload of streaming ads on cell phones have long been talked about, but so far with little to show for it.