Washington, DC will be the first market to get free mobile digital television via cell phones and other mobile devices, the Open Mobile Video Coalition announced at a trade show in Vegas this week.
Two other test markets - Atlanta and Seattle - will follow, MediaBuyerPlanner reports.
Currently, no commercial mobile devices exist that are capable of getting digital TV broadcasts. But the coalition says a variety of devices, from LG, Samsung, Kenwood, Visteon and Dell, will be available by the time the service launches late this summer, writes the Washington Post.
28 television markets will be part of the pilot program, with service in those markets available by the end of the year.
The new Mobile DTV standard lets local TV broadcasters use their digital subchannels, programming them with mobile-friendly shows and data. DC stations participating include Fox's WDCA-DT, CBS's WUSA-DT, Ion Media Networks' MPXW-DT, NBCU's WRC-DT, PBS's WHUT-DT, and Gannett's WUSA-DT.
Mobile digital television (DTV) "represents a significant new revenue stream for the broadcasting industry as well as a new way to reach more customers," the coalition’s website claims. "Affordable transmission facility improvements allow broadcasters to extend local programming to a vast audience of viewers with portable Mobile DTV devices. With Mobile DTV, consumers can tune in to live, local news, traffic information, weather, sporting events or entertainment programs from the convenience of their car, at the beach - wherever they may be, using a variety of mobile and video devices."
The service will make broadcast TV "practically ubiquitous," Dave Lougee, president of Gannett Broadcasting Group, is quoted as saying in MediaPost.
But some analysts question whether there is a market for such a service, particularly as new devices have to be purchased in order to use it. It would make more sense, some believe, for broadcasters to partner with major wireless carriers like AT&T or Verizon, which can offer phones capable of receiving the service to their subscribers. But carriers are unprepared to form such partnerships, preferring to take a wait-and-see attitude until broadcasters' plans are more clear.
The Open Mobile Video Coalition is composed of 21 TV groups, including 16 of the top 20 station groups. Members include Belo, Cox Television, Fox Television Stations, Gannett Broadcasting, Hearst-Argyle Television, Media General, NBC Universal, PBS, and Scripps Television Station Group, among others.
