'I think we're going to do a great job of marketing the service. I think we first need to market it and make sure consumers are enticed by and intrigued by it. And that it's not just any handset, but again, a very cool and very compelling handset. And the handset that we have launched it on, one I'm very enthused in particular, is the LG Vu, which is a touch screen with what they call haptics, that gives sensory feedback back to the customer. It's such a slim package that when I show that phone to customers, they can't believe it has a built in TV receiver in addition to a phone, in addition to a Web browser, in addition to getting email capability. So it's an absolute wow. And I think that's what it takes to be successful in the American market." de la Vega says the service will cost about 15 dollars a month and besides TV shows…will also feature some movies…from Sony Pictures. Bloomberg Boot Camp, I'm Fred Fishkin.