Next generation networks aim at delivering more and more sophisticated rich multimedia applications. Such applications are supposed to be personalized, interactive and available at high data rates. Recent researches generally propose the convergence and cooperation between different networks, in order to fit future application needs. In this context, we first worked on the coupling between a DVB-SH network, which is a high capacity unidirectional broadcast network and a 3G cellular network, which provides interactivity. We highlight the possibilities offered by such a cooperation through the definition of different scenarios of mobile TV services. Then, we considered the coupling between DVB-SH and MBMS networks. MBMS is an evolution of UMTS cellular network, which brings multicast and broadcast capacities, with a fine grained localization of services. In this paper we focus on enriching classical DVB TV services with customized contents delivered via 3G-MBMS path, in order to target very localized user communities.