We all knew it was just a matter of time before TV-on-a-handset had it's own industry organization. Announced today, the Mobile DTV Alliance (www.mdtvalliance.org) includes representatives from Intel, Modeo, Motorola, Nokia, and Texas Instruments. The goal of the group is to promote the growth and evolution of Digital Video Broadcasting – Handheld (DVB-H), an open standard for broadcast digital TV reception on mobile handsets.
In reality, the group wants to expedite the process of getting TV onto the handsets, which is a win for all the companies involved. Missing from the group are the carriers. They were probably left out to ensure that the technology providers aren't playing favorites, although I'll bet they're closely tied into the group. One of the beauties of the DVB-H standard (at least for the carriers) is that it preserves cellular network bandwidth for voice and other data services.
With mobile handsets capable of decoding DVB-H signals, users will be able to receive live TV programming from the carriers directly on those handsets. A secondary feature would be to receive on-demand and interactive programming over the cellular network, further increasing revenue opportunities for operators.