This study assesses the notion of the mobile phone as the third screen and to explore the important role of critical mass in using the mobile phone as TV. Results of a survey of mobile phone users in China show that the adoption of mobile TV is low. Among the 856 respondents, only 12 (1.4%) users had viewed it. Among the 844 non-users of mobile TV, their interest in viewing mobile TV was examined. Results show that it is low. Among the 844 respondents, only 167 (18.6%) found it desirable. This small number of interested users is most likely to become early adopters. Their interest in mobile TV was found to be related to social locators such as age, gender, and income, mobility, use of broadcasting media, and technology cluster.