Will anyone answer call for shows on phone?

Analysts say small-screen viewing isn't likely to catch on till it gets faster and less expensive.

By Sarah Jane Tribble

What if the entertainment industry spent big bucks to create television shows, movies and games for mobile phones -- and nobody watched?

That's a big worry for companies -- from MTV to CBS -- trying to captivate audiences on the small screen

Consumers aren't watching shows on their phones, and analysts doubt they will anytime soon. Even the introduction of Apple's iPhone may not be enough to capture mass audiences, analysts said.

Count Carlo Troglio of San Carlos as a skeptic. Troglio, who attended the Consumer Electronics Show in Las Vegas last week, said he doubted he would ever download a song, TV show or movie to his mobile phone.

After all, it can take up to five minutes to download a three-minute song, and video is even worse. The novelty quickly wears off.

"It's great for them to say all this stuff, but I don't think it's that practical," Troglio said.

Surveys suggest he's not alone. Nearly 80 percent of Americans have cell phones, but research firm NPD Group reports that less than 1 percent of them watch video clips regularly, averaging 10 minutes or less a week.

"A lot of fellow consumers are confirming right now that there isn't a lot of demand for this," said Neil Strother, research director for mobile devices for NPD.

Most consumers face barriers when trying to watch a program, download music, share pictures or use any of the other multimedia features cell phone companies are advertising. Perhaps the biggest pitfall is cost. Basic data packages needed to use the features cost about $20 a month.

It also can be hard to figure out how to download a song or TV program. And once a consumer does know how to work the phone, it can take a long time to download.

The newest, most expensive phones in the United States, which include the latest Motorola RAZRs and LGs, can do over-the-air downloads in about 30 seconds, thanks to frequently updated wireless technology.

But most consumers own phones that take up to five minutes, said Kevin Burden, senior manager of mobile devices at research firm Telephia.