Mobile television is potentially the most anticipated mass-market mobile application across Europe. This chapter examines the business model design of mobile TV by the various stakeholders currently piloting mobile broadcasting in the European national markets. It adapts a generic business model framework to systematically compare five recent pilots of the two mobile broadcasting technologies that are currently trialled most intensively in Europe, that is, digital video broadcasting-handheld (DVB-H) and digital audio broadcasting-Internet protocol (DAB-IP). The article illustrates the cross-impact of cooperation agreements between the various stakeholders with technological, service- related, and financial design choices. It also provides insights as to the likely business models in the upcoming commercialisation phase of mobile broadcasting in Europe.