EC telecoms commissioner Viviane Reding said that if the industry did not agree on one, she would do it for them.
Ms Reding warned that Europe risked losing a chance to be a global player in the burgeoning mobile TV market.
She made her comments during a speech to delegates at the Cebit technology fair in Hanover, Germany.
Large-scale trials of TV on mobile handsets are already happening across the world as phone firms try to find out if consumers want to watch programmes on the go.
This comes as a surprise to no one!