  As mobile IP-access is becoming the dominant technology for providing
wireless services, the demand for more spectrum for this type of access is
increasing rapidly. Since IP-access can be used for all types of services,
instead of a plethora of dedicated, single-service systems, there is a
significant potential to make spectrum use more efficient. In this paper, the
feasibility and potential benefit of replacing the current terrestrial UHF TV
broadcasting system with a mobile, cellular data (IP-) network is analyzed. In
the cellular network, TV content would be provided as {one} of the services,
here referred to as CellTV. In the investigation we consider typical Swedish
rural and urban environments. We use different models for TV viewing patterns
and cellular technologies as expected in the year 2020. Results of the
quantitative analysis indicate that CellTV distribution can be beneficial if
the TV consumption trend goes towards more specialized programming, more local
contents, and more on-demand requests. Mobile cellular systems, with their
flexible unicast capabilities, will be an ideal platform to provide these
services. However, the results also demonstrate that CellTV is not a
spectrum-efficient replacement for terrestrial TV broadcasting with current
viewing patterns (i.e. a moderate number of channels with each a high numbers
of viewers). In this case, it is doubtful whether the expected spectrum savings
can motivate the necessary investments in upgrading cellular sites and
developing advanced TV receiver required for the success of CellTV
distribution.
