Mobile TV Tries to Break Into Prime Time

It was a high-profile promotion for mobile TV, which despite years of innovation has failed to catch on outside of a few niches.

A mobile TV service from Qualcomm, Flo offers channels such as ESPN, Nickelodeon and Comedy Central for a monthly fee. You can watch Flo on your cellphone, in your car or on a dedicated device known as a personal television.

Flo is a prepackaged entertainment experience, says Alice Kim, senior vice president of strategy & corporate development for Flo TV. Its about portability, it [is] about live video and it is complementary to your home experience.

Mobile TV, which bring television news and shows to handheld devices, could be the next big thing for consumers who want to watch a game while on the subway, or catch up on their favorite TV show while waiting at the DMV. For instance, with Flo TV, you can get Jon Stewart on The Daily Show or live NBA games with a few clicks. The 3-inch screen is small, but its more convenient than a netbook.

But its a difficult sell. U.S. consumers so far have failed to jump on the mobile TV idea, even though its been around for years. Just about 1 percent of mobile users in the U.S. watch mobile TV. And even there, Flo faces some stiff competition. Rivals MobiTV and Sling Media also offer TV content to go. Last month, AT&T allowed iPhone users to access live and streaming TV on the Sling player over 3G. Meanwhile, a coalition of local broadcasters has formed a group called theOpen Mobile Video Coalition that attempts to bring free TV content to mobile devices.

The idea is to be an alternative to the DVR, says Ross Rubin, an analyst with research firm The NPD Group. Prime time can be when you say it is or you can always tune in to live programming.

Flo TV is alluring to some especially when you have restless kids on your hands. Just ask Tyren Patterson, a Michigan-based Flo TV user who has been paying $25 a month for the service since 2006 on his LG Voyager. When we go out and run errands or shopping and the kids get to start to antsy its good to be able to turn on Nickelodeon, he says.