Telus Mobility is taking aim at its competitors’ mobile TV services by undercutting their prices. The country’s number three wireless operator debuted its MobiTV service late last month, pricing it at $15 per month "for unlimited viewing" compared to the $25 per month, including airtime, that Rogers Wireless is charging for its MobiTV service. Bell Mobility has priced its offering at $10 per month plus airtime charges, which would likely bring the monthly price tag to $25. Targeting infotainment users, Telus Mobility is offering eight channels in its lineup: CBC Newsworld/RDI, the Weather Network/Météo Média, Fox News, MLB.com, G4techTV and the Shopping Channel. Rogers Wireless and Bell Mobility are offering similar channels to their subscribers.  Quality of service was a big concern for the company, and Robert Blumenthal, VP of products and services says Telus Mobility has addressed this making the service available on higher-end handsets. "If you compare the service quality on our versus the other guys, I think you’ll find that ours is better than most," he tells Report on Wireless.  Currently the service offers about five to six frames per second, but that is likely to increase to 15 to 20 once Telus Mobility goes live with its EvDO network. The company currently is in the process of deploying the network and is expected to be up and running in the first quarter of next year. All three national carriers plan to expand their channel lineups over time, and Blumenthal expects new content offerings to join the mix as well. He says this "allows us to grow into more specialized made-for-mobile content as well, which is where I think most of us believe it will go."  But, he cautions, mobile TV won’t be the same as traditional television viewing and "won’t be as simple as sitting down on your sofa and using your remote control. You’re going to use it in a different environment, you’re going to use it for very different purposes, and there’s certainly an opportunity for both streaming and video-on-demand type content that is made for mobile."  A recent survey by Decima Research Inc., conducted for RoW, indicates that interest among Canadian cell phone users to purchase mobile TV services is relatively low. About 4% of wireless users are either extremely (2%) or very interested (2%) in paying for mobile TV content. The survey of 1,028 Canadians was conducted in May 2005 with results being accurate to within +/- 3.1% 19 times out of 20 (RoW, June 3/05).  Despite only registering with 4% of cell phone users, this level should be considered a relatively healthy number given the nascent stage of mobile TV services in Canada. Rogers Wireless and Bell Mobility first announced their services in April 2005.  Review of Mobile TV regulatory frameworkThe CRTC has opened a debate about an appropriate regulatory framework for mobile TV services. Comments are due September 12 with reply comments to be submitted by September 27.  The consultation was spurred by concern that the three wireless operators, and Look Communications Inc., which has also plans a mobile TV service, might be offering the service outside of the scope of the Broadcasting Act and the New Media Exemption Order.