Mobile television broadcasts may be the next service available to cell phone users. Supporters of this innovation appear confident they can overcome technical barriers and deliver picture quality sufficient to attract millions of users. U.S. subscribers to Verizon, Sprint, and Cingular can already access limited television services through a 'unicast' approach, where shows are transmitted on demand to individual subscribers. Two other networks are planning a 'multicast' service capable of simultaneous broadcast to many mobile viewers. A Korean firm plans to offer satellite television multicasting for cell phone handsets by May 2005, while European cellular operators are conducting trials expected to lead to a similar service by 2006. A study by In-Sat has projected user numbers for mobile video to reach as many as 22 million in 2009, with 80 million television-enabled cell phones shipping by 2010. Currently, individual programs sent to subscribers use up much of data and voice network capacity, a challenge multicast technologies will attempt to overcome by broadcasting directly to handsets without using the network. The most promising technology appears to be DVB-H, a digital television broadcast standard designed to reduce power demands on mobile phones. Increasing support for this standard could soon lower its chip cost to under $10. Some industry observers question whether mobile television will find success in every market. While many Asians and Europeans commute on mass transit, most Americans drive to work, an unsafe environment for watching television.