Win 1SEG Portable TV, nice cylindrical design

[CEATEC 2008] 1SEG is a digital TV broadcasting standard that is in use in Japan and other Asian countries, but not in the U.S or in Europe (I think). Anyhow, I found this portable TV to be nicely designed. It actually looks better in reality than in the photo, but you get the idea. Other models are available, but they have a more “standard” design.Mobile TV doesn’t seem to catch up, mainly because there’s little demand, I think – what’s your opinion? What would it take to make portable TV desirable?