MobiTV has added two million new subscribers in less than six months, taking its total to more than seven million.

The company says that better viewing experiences, advances in technology and higher awareness are all helping boost adoption levels.

Charlie Nooney, chairman and CEO of MobiTV, described the figures as a milestone for its live mobile television and video-on-demand service, which he said now streams billions of minutes a year.

"We are clearly seeing an increase in mobile television consumption," he said.

"We are about to hit the tipping point for mobile media, one that will move it from a novelty to the mainstream."

Available on more than 350 handsets across 20 carrier networks, including Sprint, AT&T and Alltel in the US, MobiTV launched in November, 2003.

Nooney attributes the latest subscriber spike to intense interest in first-of-its kind, interactive mobile content, personified by its "tournament pass" application that brought March Madness to the iPhone in partnership with CBS Sports this spring.

Capturing top-seller status in the iTunes store, he said the application underscored the increased consumer appeal of innovative mobile television entertainment.

In a separate announcement, MobiTV said it has been shortlisted for an award in the best TV & video category at the 2009 Meffys Mobile Entertainment awards.

The prestigious Meffys awards hosted by the Mobile Entertainment Forum, focuses on a wide range of different categories that provide a cross section of the latest trends and innovations in mobile media and entertainment.

MobiTV is among the list of finalists in the TV & video category which also includes the BBC’s iPlayer service.

The awards coincide with the Mobile Entertainment Forum’s official annual conference, Mobile Entertainment Market.

The winners will be announced at a special gala dinner that will take place in London, on June 23.

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