Bob Shallow, vice president and general manager of Gemstar-TV Guide International’s mobile entertainment group, has been interviewed by TechNewsWorld and given a pretty good idea of what the company wants to do with mobile TV—pretty much what it did in cable and satellite. It wants to go a bit further than that, though, linking all the different media together. “We’re trying to figure out how to provide the best user experience so a consumer could go out to various platforms and pull media into a common user experience and—very simply, with very few clicks—get from one piece of content that might be housed over here to another piece of content over here. Or, once they set up a profile once, have it reflected on various platforms so it’s easy to move within their various content environments and still have the best experience.” Shallow doesn’t see mobile TV as a “push” or a “pull” service, but more of a natural evolution: “Now that people are starting to become aware that it’s available, people will start to expect that it’s there. So, it’s not so much a “tug” as it is an evolution ... and it sort of becomes a baseline feature.”