New firsts for cell phones

Asia is now broadcasting a soap opera on third generation cell phones (for people living in that area). Next month, all you have to do is open your cell phones and subscribe in order to watch a full length soap opera with all the love triangles and steamy affairs that you would normally have to watch at home. Obviously there was a demand for this for of technological advance in the Asian market, but at what cost? Obviously this will be easy to supply; however, how many people are actually demanding this? Or is this just one of those things that a cell phone service will do just in order to get respect and show that they are further ahead of their competing counterparts?

http://money.cnn.com/2005/06/14/news/international/singapore.reut/index.htm?cnn=yes