Broadcast technology (or multicast service) provides broadcasting the same content to multiple subscribers and is designed to address the bandwidth limitations of a unicast service.

Multicast technologies like MBMS are designed for 3G networks, whereas technologies like DVB-H, DMB, ISDB-T use dedicated broadcast networks. Also these broadcast technologies like DVB-H will allow the service providers to use the existing cellular networks like 2.5G and 3G for voice, high-speed data services and offload the shared content to the broadcast networks.

In addition service providers will be able to offer scalable, high-quality content service using multicast service to unlimited number of users by leveraging DVBH broadcast while maintaining the inband transmission over cellular (i.e. 2.5G or 3G) to enable contextual interactive services.

Currently service providers like Sprint and Verizon, to name the few, are providing unicast service within their existing cellular networks. Multicast service over dedicated broadcast networks like DVB-H, DMB, ISDB-T is happening in various parts of the world with significant trials and limited commercial deployments in 2008 and expected growth in 2009 and beyond.

Among the currently available broadcast technologies, which one is getting the most traction?
Different broadcast technologies like DVB-H, ISDB-T, DMB, STiMi exist. Among all the broadcast standards DVB-H is gaining the largest support among regulatory bodies, broadcasters, service providers, vendors etc.

Currently we see DVB-H trials and early parts of commercial service in areas like Europe, parts of Asia. ISDB-T is more prevalent in Japan and DMB in South Korea. STiMi is getting traction in parts of Asia and MEA. DVB-H is poised to be the globally dominant broadcast standard, although in certain countries other standards will be more significant
 
What are the major issues to be addressed before making profit from increasing customer demand for mobile TV services?
Regulatory issues, spectrum availability, standards to enable interoperability to drive economies of scale, ecosystem of partners and business models are some of the major issues that need to be addressed.