The article is a whopping seven pages long, and looks at MTV’s mobile content division.

Interesting bits:

• Consumers in one test said that any show longer than three minutes was simply too long.
• “one model projects that the worldwide market for mobile television will be $27 billion by 2010.”
• In some ways, the show followed a traditional television blueprint, but it tweaked the almost unnoticed vernacular with its revved-up speed and with the way Calloway worked so close to the camera, seeming to pop out of the cellphone screen. […] Sean Lee, one of the show’s producers in the room with Sirulnick, said that on a flip-up screen in your hand, as you wait for a bus or wander through the cacophony of the mall, it becomes personal in a way that television never quite does. “He’s saying: ‘Hey, it’s me, on your phone. I’m talking to you.’ “
• Sirulnick and some other MTV executives decided to focus on hip-hop for their first foray into wireless, an idea that Calloway encouraged. “Kids are on their cellphones all the time now,” he told me, “in the club, at the bar, in the cab, in the bathroom — I mean everywhere.”
• “You aim for the cred kids, and everyone else follows,” says Ocean MacAdams, the vice president of MTV’s news division, which is overseeing the hip-hop show.
• In the spring of 2005, Sirulnick visited Japan, the first country to introduce third-generation video cellphones, in 2001, and then took a side trip to South Korea, where the government’s power to shape the wireless infrastructure has propelled cell-TV technology even faster. “It wasn’t like stepping in the future,” Sirulnick says. “It was stepping into the future.”
• Clayman says that he has begun talking to advertisers, but nobody knows yet what a cellphone commercial will look like. Is anyone, for example, going to watch a 30-second ad in the middle of three-minute show?
• MTV Networks’ president, Van Toffler, calls mobile handsets “the new holy grail of electronic devices” and likes to say that the next Steven Spielberg is going to develop for them. Festivals devoted to mobile films are starting to spring up around the world, so he might be right.