The European Union on Monday selected a mobile TV broadcast standard and is recommending that its member governments ask cell carriers to favor it, the Associated Press reports. EU commissioners chose Digital Video Broadcasting for Handhelds (DVB-H)—the most widely used mobile TV format in Europe—instead of rival standards such as Qualcomm Inc.'s MediaFLO. According to the AP, DVB-H is supported by the world's largest handset maker, Nokia, as well as Motorola, Philips, Sagem, Sony, Ericsson, Samsung and major European cell phone operators Vodafone, O2 and T-Mobile. Meanwhile, Qualcomm's technology has signed with Verizon Wireless and AT&T—the two major U.S. players. Though the European Commission said it had to order EU nations to favor DVB-H to create economies of scale and get the nascent technology off the ground, the AP reports that the impact of the EU's choice is limited. Specifically, the AP notes that EU nations can choose to avoid favoring the format and are not required to eliminate other standards. One analyst adds that it is still possible to develop and use other technologies, though an EU backing for one standard creates "some certainty" for operators planning mobile broadcasting services and manufacturers making phones and chips. Commenting on its decision, the EU cited research forecasts of a steep increase in demand for mobile TV in 2009 and expects the worldwide market to reach $31 billion in sales by 2011 (White, AP/Yahoo! News, 3/17/08).