AbstractChanges in media consumption and growing use of video on-demand services are challenging the traditional media service delivery mechanisms. Linear over-the-air television service operating in the ultra-high frequency (UHF) broadcasting band is no longer sufficient to meet the changing demand. Growing mobile use of multi-media content is putting pressure on mobile broadband networks to support high data rates for large numbers of simultaneous users. Policy-makers in Europe are discussing more flexible use of the UHF band between broadcasting and mobile broadband services for more efficient media delivery. This paper explores the future use of the UHF band through strategic management of stakeholders. We identify key stakeholders, analyse their partner networks and evaluate their salience using power, legitimacy and urgency attributes. The developed stakeholder analysis helps to reach a long-term compromise and reveals the emergence of a new role for flexible use of the UHF band between broadcasting and mobile communication sectors.