• by Erik Sass , December 1, 2008

The Advanced Television Systems Committee, an industry organization responsible for setting standards for digital television, said Monday it has approved proposed specifications for mobile digital television, which are eligible to become the industry standard. The ATSC's Technology and Standards Group has set a timeline aiming for fast adoption of the standard, which governs the way digital video content may be delivered to mobile devices.

Under the proposed standards for mobile digital TV, a broadcaster would be able to use part of their existing allotment of broadcast spectrum to create a mobile video channel. This mobile video channel would be embedded in the broadcaster's digital channel, but would not interfere with the broadcaster's standard or high-def services, or their digital multicasts.

For manufacturers, the new digital mobile TV standard will serve as a baseline for end-to-end system specifications, allowing consumer electronics makers to begin developing and producing the next generation of mobile devices with digital video functions.

The proposed standard has been supported by the Open Mobile Video Coalition, which hopes to establish a uniform mobile digital TV marketplace in 2009. According to the OMVC, mobile digital video will benefit advertisers in a number of ways, mostly hinging on its interactive potential.

This opens up possibilities for location-based services, advertising and sell-through transactions, pay-per-view, digital video recording, and programming guides. The OMVC is planning interoperability testing and trials for broadcast signals and devices in the coming months.

The OMVC is composed of 20 members that own and operate over 450 commercial television stations, as well as the Association of Public Television Stations, which represents an additional 360 stations.