Mobile Content Venture (MCV), an alliance of twelve US broadcasters, has announced plans to upgrade TV stations in 20 markets to deliver content to portable devices, stating that by late 2011 more than 40 percent of the US population will be covered. At launch, content available will consist of “at least two” ad-supported, free-to-consumer channels in each market, with additional programming and coverage expected to be added over time. The broadcasters’ rollout plans come at the same time that it was reported that AT&T is in talks with Qualcomm over the US$1 billion acquisition of the 700MHz spectrum Qualcomm used for its aborted FLO mobile broadcast venture, which is in the process of being wound-down. FLO used a subscription business model and offered dedicated mobile programming, but failed to gain traction in the market. Bloomberg reports that T-Mobile USA and Verizon Wireless are not currently in talks with Qualcomm about the frequencies.

Unlike Qualcomm’s offering, which used a dedicated network developed specifically for mobile TV services, MCV will work with a technology platform based on an evolution of the ATSC standard used for existing digital terrestrial TV broadcasts. MCV says it is working with “various OEMs and device manufacturers to ensure that devices are available in the second half of 2011” – Samsung and LG Electronics have both previously been among the vendors involved with related projects. What is not clear is how broadly the technology will be supported by the US mobile operator community, which controls the path to market for the majority of mobile phones sold in the country, and could ease the introduction of a new technology through subsidised handsets and marketing support. While Qualcomm’s failed proposition was delivered with the operator in a central role, this is not the case for the MCV solution, which is driven by broadcasters. MCV is also targeting devices other than mobile handsets, such as portable TVs, which are likely to be sold through traditional retail channels.