Korea's go-anywhere TV service is off to a rocky start because even the country's tech-savvy citizens are slow in embracing the video-on-themove feature. TU Media said it would not be able to achieve its target of attracting 600,000 subscribers to satellite digital multimedia broadcasting (DMB) by the end of this year. "Just 140,000 have signed up for satellite DMB service since its debut in May, so we cannot help but reduce the goal," TU Media spokesman Heo Jae-young said. Satellite DMB enables people on the road to enjoy crisp video and audio channels through hand-held devices like cell phones or in-car terminals. TU Media is the affiliate of the country's primary mobile operator SK Telecom and has taken charge of providing mobile broadcasting. Heo said prohibitively high prices for satellite DMB handsets, ranging between 600,000 won to 800,000 won, are the main reason why the new service is struggling to take off. "The DMB-capable phones are too expensive for users to snap up easily. Without giving subsidies to new cell phone buyers, the service could not take firm root easily," Heo said. To contain the hyper-competition between mobile operators, the government has outlawed any monetary incentives to enlist new cell phone buyers. These regulations, which will expire early next year, are likely to be extended for a couple of years more since smaller carriers KTF and LG Telecom are voicing their opposition to scrapping the rules. The Ministry of Information and Communication also has reiterated its policy of not allowing wireless carriers to offer subsidies to DMB-enabled phone users. Another version of mobile broadcasting, terrestrial DMB, is also slumping. Terrestrial DMB uses the over-the-air signals rather than signals beamed from a satellite, the must for satellite DMB. Terrestrial DMB was supposed to start in May without levying any service charges but the schedule is indefinitely delayed for some reason. After the government picked up six licensees for terrestrial DMB, they failed to agree on investment to set up devices to cover shadow areas and have also differed on the free-service principle. Some observers express concerns that terrestrial DMB may not be offered even in the first half of next year. In this climate, one more piece of bad news can deal a finishing blow to the embattled DMB service. A lawmaker is looking at barring motorists from watching DMB services while behind the wheel. Rep. Kim Choong-hwan from the major opposition Grand National Party submitted a law revision last week to parliament to forbid people watching DMB offerings while driving. If the country's unicameral parliament approves the bill, it is likely to weigh heavily on DMB service providers since demand for the service would likely diminish.