Described is a system and method of receiving content on a portable mobile communications device from a mobile TV service provider. A mobile pointer record is created and stored within the portable mobile communications device that contains data that identifies content to be delivered from the mobile TV service provider. The mobile pointer record data is sent to a content server maintained by the mobile TV service provider where a corresponding content server pointer record is created and stored such that the mobile TV service provider associates the content server pointer record with stored content. When desired, a request is sent to the mobile TV service provider from the portable mobile communications device by selecting the desired mobile pointer record for the content. The mobile TV service provider identifies the content via the corresponding content server pointer record and delivers the requested stored content to the portable mobile communications device.