The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.The race to capture Canadian mobile TV viewers is on now that Rogers Wireless Inc. and Bell Mobility have announced plans to offer television to the handset. Both companies announced offerings that will hit the market during the second quarter of this year. While the two fierce rivals will compete heavily against each other, their real competition is going to come from Unique Broadband Systems Inc., the parent company of wireless cableco Look Communications Inc.  UBS and Look say they can offer a robust and fuller alternative to the wireless carriers’ TV service. The service will offer 80 channels of live video, not the eight to 10 that Rogers plans to initially offer, and 100 audio channels.   The devices will sport 80 Gb to 100 Gb hard drives capable of storing hundreds of hours of movies, TV shows or other video content.   The higher-bandwidth promise of third-generation and beyond wireless technologies is at this point just a promise. UBS’ mobile multimedia network is already up and running in Singapore where live TV service is being delivered to TV screens on 2,000 buses.   We shouldn’t write the two wireless operators off before they even launch services because they do possess some advantages over UBS, which only has a licence to offer services in Ontario and Quebec. They both have greater brand awareness in the market, making it easier to attract subscribers to their respective mobile TV offerings. But, perhaps more importantly, they have much larger subscriber bases to which they can market their services, even if they are inferior to what UBS plans to offer.   It has been suggested that wireless operators don’t have enough bandwidth to offer real-time live TV. But both Bell and Rogers have about 50 MHz of spectrum, enough to offer a compelling service.  The battle for viewers, and their entertainment dollars, will be hard fought with all competitors trying to out duel the other will slick promotional offers and cleverly priced service packages. There isn’t likely to be a single winner in this battle, but it will certainly be difficult for UBS to combat the marketing power of the two cellcos.