• by Mark Walsh  @markfwal, April 14, 2010

With the Federal Communications Commission proposing to take back 40% of the broadcast spectrum as part of its national broadband plan, TV networks are scrambling to show they're actually using the airwaves to boost their mobile content efforts.

A dozen major TV broadcasters including News Corp., NBC Universal, Gannett Broadcasting and Hearst Television have formed a joint venture to deliver live and on-demand mobile programming by pooling existing spectrum.

The TV companies have staunchly opposed the FCC's plan to reclaim a portion of the broadcast airwaves to help meet heightened demand for wireless broadband services. TV executives have said they want to keep unused spectrum to be able to offer more digital channels, HD and programming for mobile devices.

With the pressure on from Washington, it looks as if the broadcasters are trying to make a conspicuous show of burgeoning activity in mobile TV through the new coalition that would bring news and entertainment programming to 150 million U.S. cell phone subscribers. What's more, they say it would advance the FCC's national broadband initiative by providing access to mobile video while reducing wireless network congestion.

But grand media industry coalitions often have a way of losing momentum and falling part over time, as differences among members and external factors erode the initial enthusiasm. The broadcasters' announcement of a mobile DTV push is likely to be viewed as little more than a ploy to avoid turning over any spectrum.

FCC Chairman Julius Genachowski said in a speech in February that TV companies are only using half the spectrum alloted to them. And only one in 10 Americans still watch free TV using an antenna.

The agency has proposed an auction in which broadcasters would give up spectrum in exchange for a cut of auction revenue. And in a speech Monday to the National Association of Broadcasters, Genachowski assured that the incentive plan wouldn't stop broadcasters from deploying mobile DTV.

His broader message was that the FCC's plan to reclaim spectrum was a reasonable compromise between taking the broadcasters' entire 300 megahertz set aside for them -- and doing nothing. The new joint venture rolled out by the TV networks isn't likely to lead to the latter option.