Television Launches ATSC Mobile DTV — ANOTHER Free Digital Initiative

Television stations want their audience back. Instead of whining, they’re getting aggressive — launching ATSC Mobile DTV — a second FREE, over-the-air, digital service…

On the heels of launching free, over-the-air, digital multicasts, television stations are not done yet. In April they’ll launch ATSC Mobile DTV, a second free over-the-air digital service aimed at automobiles and digital devices.

Unlike Digital Television, which can only be viewed on stationary sets, ATSC (Advanced Television Systems Committee) Mobile DTV can be viewed on the go — in cars and in your hand.

Now just to be clear, this is not streaming television on your phone or iPod. This is a piece of the broadcast spectrum and it will be available free of charge — no data plans needed. Perfect for the those who just can’t add another subscription plan.

For television, the Holy Grail has always been the car, and now it’s within reach. Just a small antenna on the roof and the kids are quiet in the back seat.

The gear is already on the way — phones from LG, TV-DVD players, and yes, a cradle for your iPhone from a company called Cydle for about $150.

And yes, like the main digital multicasts, spectrum can be split for niche channels.

And here’s a unique plus: ATSC Mobile DTV can communicate. Applications might include getting more information from advertisers, voting, or other direct response initiatives.

So far more than two dozen stations in five markets have installed the gear, spending 75-150k to get it done. The pilot cities are Los Angeles and Seattle on the West Coast, and Atlanta, Chicago, and DC.

As television plays offense, most of radio still plays defense, rejecting an almost identical business model with HD Radio.

No one knows how it will all turn out, but as they say in sports, if you wanna win, start by fielding a team.