I have blogged about MBMS in past about how it didn't take off even though it was a promising technology. Now you may probably be aware that eMBMS is part of Release-9. I heard some interest in this feature.
The expectation is that the demand for data drops off later in the night after around 10pm. The operators may start some channels say after 11pm because the network will have lots of spare capacity that could be used for television channels. You could have late night movies, sports channels and adult channels.
An advantage of going eMBMS way would mean that even if you are roaming, you can have pay per view kind of approach as long as the other network is Release-9 compliant.
Interesting idea, not sure if it will take off.