Some MobiTV Numbers & Ad Rates

Jack Hallahan, VP of Advertising for MobiTV was on a panel at the Integrate LA conference this Thursday, and he gave some numbers on the mobile video service: he says the users generally watch for about 7-15 minutes each session and about 2-3 times a day…not unlike radio, he mentioned.
On advertising on MobiTV, he mentioned that Jeep had a special (advertising) channel on MobiTV, and he said is was among the top viewed, and outranked the likes of iFilm, Weather Channel, and others during the campaign period.
At any time, they have four main advertisers on the service. The pricing for such ads: a Jeep-like campaign would last about 3 months for roughly about $100K a month.