An industry group consisting of other, smaller broadcast groups has called for a single standard to be adopted for mobile TV, reports MediaWeek.

The Open Mobile Video Coalition has begun the pleading process with technology companies, asking them not to mire the industry down with competing formats. Doing so, the group says, will only lead to marketplace confusion and slowed adoption of mobile TV viewing.

The members of the OMVC hope the eventual standard will be able to utilize currently available digital TV signals. Without that compatibility, a new digital TV infrastructure would have to be built from scratch.