media - Deal between China Mobile, Unicom and CCTV on mobile content

I'm still trying to make soup out of this article I picked up from MarketWatch. Three of China's giants have made a deal, that in itself is already an achievement in a country where corporate backstabbing is having a longstanding tradition.
Both mobile providers are going to distribute the beautiful products of China's central TV. The interesting part is that they do not talk about 3G, whose licenses are still at the printer. But it seems clearly a deal tailored for the next generation of mobile content delivery.
Regulation in China have made it impossible for mobile phone companies to become a broadcaster themselves (as China Unicom has tried), but in a tie-up, who would stop them. This kind of cooperation crossing the traditional bureaucratic barriers is pretty uncommon, but equally unavoidable when for example traditional media want to survive.
I'm not sure whether this deal has any advantages for the audiences, but that is in China anyway a neglected entity. Since CCTV - and to a lesser degree regional broadcasters - censor anything that could be mildly interesting, the deal seems way to build new coalitions. It does not mean we are going to see more interesting things at our mobile phones.