World Cup Train - coverage and cover up

TU Media, SK Telecom's satellite mobile TV operator, will launch World Cup Trains for the Korea-Togo game : on June the 13th, a KTX bullet train will leave Busan at 9:30 and another Seoul at 9:50. All passengers will follow the game on big screen S-DMB devices.
This "event" is about coverage but also about covering up another event : TU Media's competitors just announced the coverage of Seoul's subway lines (1 to 4) with their own T-DMB techno. It's terrestrial, it's free, and you don't have to go all the way from Seoul to Busan to enjoy the games.
T-DMB operators started much later than SKT but since they don't need to control the devices, they can leverage on a much bigger community for terminals. The mobile TV function logically became an extension of PMPs (such Portable Multimedia Players as ReignCom's iRiver Pocket TV) as well as other screens (ie digital cameras : Samsung's Miniket Photo).