occurred while at a football match. And here it is not just about reliving the moment. Rather, in doing so they are also sharing that experience with the people they are with. So, for example, fans of one side of the football match might keep replaying the goal their side had scored to torment their friends who are fans of the opposing side. In short, conceptual analysis leads to the recognition that ‘TV-in-the-hand’ may support other things that a person might be doing, apart from literally holding a TV in the hand. It may support a person’s ability to claim that they watched something ‘for real’ for instance, or to share a moment again and again with a friend nearby. Mobile TV might not primarily be about consumption of multimedia content by an individual, then, but be more about the social use of that material. This means the substitution of traditional TV might not be the important issue. Rather, it might be how mobile TV augments social connectivity. The values pertaining to this might be quite different from the values in relation to ‘anytime, anywhere’ media consumption. These suggestions attest to the need to properly reflect and conceptually locate the kinds of human endeavours we are thinking of for these devices. This leads onto Stage 2, which is essentially empirical and concerns itself with how the values in question are played out in everyday life and might also lead to the recognition of other related values. As it happens, in this case, there are studies of related activities. There are, for instance, many ethnographies of how cameraphones are creating
opportunities for people to enrich their experiences.