A recent report by the New York Times predicts that subscribers to mobile television will double globally by the end of this year.

Although Japan and Korea are currently at the forefront of the sector, the rest of the world is fast catching up and a technology that many thought would crash and burn is becoming ever more sophisticated and popular.

“This really is a phenomenon that is going to change viewing habits around the world,” said Weijie Yun, chief executive of Telegent, one of the leading mobile television equipment makers.

In Switzerland, around 40,000 people currently subscribe to a daily, 100 second news broadcast to their mobile phones and in Italy, the European leader as far as new mobile technology is concerned, a million people subscribe to a dozen mobile TV channels.

But what does this mean for the social sector?

Until the birth of mobile broadcasting technology three years ago, cellphone operators had to send video as prepackaged clips.

Now, however, footage can be broadcast live and direct to cellphones across the world. In Japan alone, 20 million mobile phones are already equipped with TV receivers. Pretty soon, it will become standard technology.

This means that information can be sent to mobile supporters as and when it occurs. NGO supporters will no longer have to rely on second-hand accounts of events and protests but will literally be able to see for themselves no matter where the event is taking place, from the front lines!

Mobile operators across Europe and the United States are currently investing in broadcasting towers, mobile devices and television programming and promotions ready for when this technology explodes.

Last month, the UK, auctioned wireless spectrum that could be used for mobile TV. In France, a license is due to be granted for a 13 channel mobile video service and Germany is also set to introduce the service this year.

If 2008 really is set to become the year of mobile television, this could be an amazing opportunity for social organisations.

Stay tuned…

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