Jan. 8, 2007

Last week, Verizon used the CES Show in Las Vegas to launch its highly anticipated V CAST Mobile TV.

Verizon is promising broadcast-quality TV service on specially-equipped mobile phones.

"Verizon's new V CAST Mobile TV service will launch in most major U.S. markets by the end of the first quarter", according to John Stratton, Verizon Wireless' chief marketing officer.

The new service, which works off of Qualcomm's MediaFLO technology, works as a dedicated broadcast network, delivering TV signals only to devices equipped with a MediaFLO mobile device.

In announcing its new V CAST Mobile TV service, Verizon Wireless has lined up best of content from CBS, Fox and NBC news, sports and entertainment programming and MTV's Music Television, Comedy Central and Nickelodeon.

Initially, there will be eight channels of programming, with room to expand to roughly twenty channels, says Gina Lombardi, president of MediaFLO USA.

Verizon Wireless will be using two phones at launch - the Samsung SCH-u620 and LG Electronics' 9400 - but expects to add a full line by the end of 2007.

Among the features included with V CAST Mobile TV is a dedicated Mobile TV key, a comprehensive program media guide including date, time and program information as well as a parental control feature that can be applied to V CAST TV, movies and music.

Pricing models are still being worked out, according to Verizon Wireless.

"Whatever we offer, we will make it affordable, says Denny Strigl, Verizon President and Chief Operating Officer. Stratton confirmed that, saying, it will be "priced to sell, not to admire."

With the announcement of the launch of V CAST Mobile TV, Verizon Wireless is once again faced with the question of mobile advertising.

According to Strigl, it is an area where the operator has tried to protect the customer - and will continue to do so.

Overall, many of the early programs on the service will be "linear broadcast" in which commercials are already included with the programming, just as you would see at home.

But Strigl says the company will put its toe in the mobile advertising waters, slowly at first.

Source: Wireless Week