Abstract. Mobile TVs have been available for many years, without ever becoming very popular. Moreover, the first wave of research has been mostly concerned with technology and standards, which are necessary to ensure interoperability and market acceptance. Although, there has been a significant body of computer-supported co-operative work (CSCW) and mobile human–computer interaction (HCI) research findings, there is limited investigation in the context of leisure activities, such as TV. In this article, we propose three concepts that drive the main paths for research and practice in mobile and social TV: (1) Mobile TV as a content format, (2) Mobile TV as user behavior, and (3) Mobile TV as interaction terminal. Finally, we provide particular directions to be considered in further research in social and mobile TV.