Mitch Feinman: Introduced the word “mobisode” into the lexicon. A new media guy who went old media when he joined Twentieth Century Fox Television, but now works with the newest media for Fox Mobile. Leveraging a wealth of Fox content for a mobile generation and ready to go where the audience takes him, he's a mobile carrier's new best friend in Hollywood.

I made up the name ‘mobisode.’ Some people I know like to say that's what'll go on my tombstone. I think it was a name that we were working with internally for a long time, and we decided that the idea of this short, original series was something we wanted to own as concept. We decided on the term as a way of describing it and took it out there, though the exact moment of when we chose it was so long ago, I can't remember the circumstances.

The first one we shot was “24: Conspiracy.” The mobisode is self-contained. It has parallel content but a separate cast from the original TV show. In shooting the mobisode, we were very cognizant of the medium. We used a lot of close-ups. It's still early for mobile video. We're still in our infancy. We're not even at the toddler stage yet. We're still figuring out what the audience wants. How long do they want the mobisodes to be? Maybe one minute is not the right length — maybe it's two or three or four minutes. Do people want to watch romance? Do they want to watch more comedy?

Is there a lot to overcome with people saying they're not sure about watching TV on their phones? Absolutely. Changing consumer behavior is always a very difficult thing. Rule No. 1 in focus groups is to not ask people to do something they haven't done before because they won't do it. But, a lot of the people who wonder why they'd want to do this haven't tried it yet. They haven't seen video on their phones yet. When people see it for the first time, they have an epiphany.

The big carriers have a certain traditional culture and a way of doing things, but I think they are doing pretty well so far with mobile video. They are being pretty aggressive, and they are talking to us about their 3G plans. If there is one thing I would love to see the carriers do, it would be to make the video function easier to find on phones. For customers, if you are looking for the video service on a phone, it's not easy to find.