• by Wayne Friedman , April 13, 2010

Looking to gain more scale among consumers, mobile programming aggregator Flo TV will offer pay-per day and event passes allowing consumers to view programming without committing to monthly subscriptions. 

Most mobile programming packages can range from $10 to $15 and more per month, sold through individual mobile phone carriers.

The Qualcomm-owned mobile company will also sell per-event passes, in the hope of lifting viewership for special-event live programming. Flo TV, for example, has a deal with NBC Universal for a number of major events, including The Preakness Stakes, the French Open, the Stanley Cup Final, the U.S. Open and Wimbledon.

Flo TV, which made the announcement at the National Association of Broadcasters conference in Las Vegas, will also begin time-shifted viewing, allowing consumers to store TV shows on FLO-enabled mobile devices. The company says this on-demand feature lets viewers watch their favorite shows even outside of their coverage area.

For TV marketers, Flo TV says it will start up a host of interactive features that will enable users to interact with programming and advertising. For example, it will let consumers click for more information about a show or to buy an advertised product.

Because Flo TV essentially uses a broadcast signal, the company believes that its nationwide network can alleviate cellular network congestion. It recently launched FLO TV Personal Television, the first portable digital television with a dedicated network.