MBMS for mobile TV?

At a moment when EU and many other countries have decided to deploy DVB-H standard for mobile TV, a concert of speakers at the Broadband World Forum Europe event in Germany, voiced to support MBMS (Multimedia Broadcast Multicast Service) as THE mobile TV standard. From a telecom point of view, MBMS is packaged with all virtues: multicast vs unicast, re-use of existing 3G networks, interactive services, more users per network node, no extra antennas or chipsets for mobile handsets and less power consumption. Among the operators supporting MBMS, we can find Vodafone; and among vendors, there are Ericsson, Huawei and Qualcomm. Is it enough for u-turning a solid market trend with several tens operators opting for DVB-H?