Mobile TV channel in Australia

Just read this news article regarding a new digital TV channel being made available in Australia for new media and mobile TV services.

http://www.news.com.au/story/0,23599,20398870-2,00.html

Will be interesting to see who the mainplayers are that come out of the woodwork to bid for the license (especially from a mobile TV perspective) - will it be the media magnates (Packer, Murdoch) who already control a large portion of the Australian broadcasting and digitial content rights already, or will we see others start to leverage the new medium?