Like many cellular technologies, mobile TV standards differ by region, forming an alphabet soup of acronyms: wireless technology company Qualcomm 's MediaFLO in the U.S., DVB-H (Digital Video Broadcasting for Handhelds) in Europe, T-DMB (Terrestrial Digital Multimedia Broadcast) in Korea, and ISDB-T (Integrated Services Digital Broadcasting - Terrestrial) in Japan and Brazil.

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Like many cellular technologies, mobile TV standards differ by region, forming an alphabet soup of acronyms: wireless technology company Qualcomm 's (nasdaq: QCOM - news - people ) MediaFLO in the U.S., DVB-H (Digital Video Broadcasting for Handhelds) in Europe, T-DMB (Terrestrial Digital Multimedia Broadcast) in Korea, and ISDB-T (Integrated Services Digital Broadcasting - Terrestrial) in Japan and Brazil.

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But no cellular service, no Sky TV and, worst of all, no broadband.

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Ibiquity's business plan is modeled after wildly profitable licensing firms such as Qualcomm (for digital cellular)and Gemstar (for onscreen TV guides).

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Side-by-side with the review, the FCC is proposing an incentive-based reverse auction strategy to have TV broadcasters voluntarily give up their spectrum for cellular and data use.

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MediaFLO will negotiate deals with media companies to deliver their content, and will sell the service directly to cellular operators, who will share the network and resell TV service to their mobile customers.

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Cellular providers like Sprint are anxious to develop libraries of content and convince users they can watch TV on their phones, since that significantly increases the amount of revenue they pull in per user.

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Areas like New York City have an abundance of spectrum set aside for TV licenses, he says, airwaves that could serve the public better for WiFi or cellular networks.

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For such wireless networks, Google has publicly supported the possibility of using small, inexpensive cellular devices, called "micro cells" that would be located at the access points and would harness the TV airwaves to broadcast the equivalent of a 3G or 4G wireless signal for devices within a quarter-mile radius.

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