This paper builds upon the work carried out by Brunel University in the field of "Fast Prototyping And Semiautomated User Interface And Application Generation for Converged Broadcast and Cellular Terminals". This work involved the development of a service creation application for interactive services on mobile devices and methodologies and tools to speed up and deskill the deployment process. This paper aims at further enhancing these tools and presents an enhanced open standards reference platform for mobile digital TV and rich media services. By using a Scalar Vector Graphics (SVG)-driven Java MIDP application (as opposed to bitmapped raster graphics-driven MHP), rich media services can be broadcast to mobile devices running various Java-supported platforms with a user interface scalable to any screen size. Moreover, the Rich Media Mobile Browser is integrated into a service creation tool, therefore enabling rapid testing and deployment of rich mobile media services. The following sections detail the motivation behind the need for a platform which allows for rich media play-out on mobile devices, along with the rich media mobile viewing application and the tools used to create and test rich media with speed and ease.