U.S. broadcasters to launch mobile DTV across 22 markets: ABC, CBS, NBC and Fox affiliates back the plan

The Open Mobile Video Coalition said it will launch mobile DTV services across 63 stations in 22 markets, covering 35% of U.S. television markets.
The group of U.S. broadcasters plans to provide live, local and national over-the-air digital TV services from affiliates of ABC, CBS, NBC and Fox as well as smaller partners ION Television, CW Television Network and MyNetwork TV. Nine PBS stations are in negotiations to join the launch, which is slated for the second half of this year.
The OMVC plans to use existing spectrum that currently supports analog broadcasts scheduled to end next month; Congress gave the broadcasters the spectrum so they could convert transmissions to digital. DTV requires only a transmitter affixed to an existing tower and can be delivered for a one-time fee of less than $100,000 or annual payments of roughly $10,000, according to the group.
“Following a very smooth ATSC mobile DTV standard-setting process, broadcasters are on track to deliver local and national broadcast television to mobile audiences,” said Brandon Burgess, OMVC president and ION Media CEO. “The collaboration and dedication among TV broadcasters on this project has been gratifying, enabling us to meet our goal of making mobile broadcast DTV a reality in 2009.”
Plans were announced at CES in Las Vegas.
An unproven market
Wireless television has largely failed to gain traction around the world – MobiTV’s 5 million subscribers notwithstanding – but the OMVC hopes to find an audience by delivering traditional TV broadcasts to on-the-go users. While the group has yet to disclose pricing strategies, it’s likely the service will be cheap – or even free – and, like traditional TV, supported by ads.
U.S. consumers are warming to the idea of watching video on their phones, though, according to data released this week by The Nielsen Co. More than 10 million mobile users access video content on their handset each month, the firm said, and 71% of viewers are satisfied with the experience.
The OMVC still faces significant challenges, however. The alliance has yet to secure a carrier partner, and both AT&T Mobility and Verizon Wireless are unlikely to support offerings that compete with their premium, MediaFLO-powered services. If the OMVC attempts to bypass carriers and go straight to consumers, they may suffer the same fate as Crown Castle’s Modeo effort.
But the group, which represents more than 800 U.S. stations, recently claimed success with trials in Chicago and Denver, and both LG Electronics Co. Ltd. and Samsung Electronics Co. Ltd. are behind DTV.
The overriding question, which will be answered in the months and years ahead, is whether gadget makers – from cellphone companies to laptop manufacturers – will include mobile DTV tuners in their devices, so that consumers are able to access the signals.