• March 1, 2007

MobiTV Inc., which enables consumers to watch television on mobile devices, has passed the 2 million subscriber mark for its service.

The company, which provides both live and made-for-mobile programming from a slew of content providers including MSNBC, ESPN, and The Discovery Channel, has more than doubled its user base in the last year.

A basic MobiTV subscription costs $10 a month.

In addition to media companies, advertisers such as DaimlerChrysler's Jeep brand and Unilever's Axe have created their own mobile content channels on MobiTV.

Last month, the company introduced direct response features for MobiTV commercials. An ad for a car, for instance, might include a button for consumers to enter their ZIP code to find the nearest dealership or view a special long-form video ad. Other advertisers on MobiTV include American Express, Visa and Toyota. -- Mark Walsh