DVB-H gonna steamroll TV-to-cell standards?

We have a feeling all our fav Korean phone manufacturers (HTC, Samsung, LG, etc.) will be none too pleased that Korea's currently adopted DMB TV-to-cellphone standard may be eventually thrown to the wind as the European Telecommunications Standards Institute has apparently just cast Digital Video Broadcast-Handheld (DVB-H) as their standard for broadcast television transmissions to handsets. It still requires 3G speeds (240kbps) in order to receive all the data, but sometime soon (probably 2005) British O2 users will soon be able to lay down their £12 a month to watch the tellie on the way to work while riding in a red double-decker. Strangely enough, test systems have been set up here too; U.S. users in Pittsburgh can give DVB-H a test go if they've got a compatibile set. Please do not
say the U.S. could be getting on the wireless cutting edge?

[Via Slashdot]