FLO TV Gets Nationwide Rollout
Talk about an extreme makeover. Have you seen UHF channel 55 lately?
While the channel might once have been snow-filled, perhaps showing Green Acres reruns like many other local UHF channels, it's now sharp and clear. And it's no longer just one channel; it's 15.
We're not talking about a UHF channel, of course, but about the portion of the analog 700 MHz spectrum that used to be UHF 55. Qualcomm Incorporated bought the spectrum back in June, 2003, to use for its planned nationwide digital television service, FLO TV. With the delayed national transition from analog to digital television signals now completed, it's time for FLO TV to become a household name.
By Any Other Name
This isn't the launch of FLO TV, however. The service began broadcasting to subscribers in 2007. So far, though, it's only offered branded service through Verizon (starting in March, 2007) and AT&T (starting in August, 2008). On Verizon, it's called VCast Mobile TV; on AT&T, it's AT&T Mobile TV. Both carriers use 13 of FLO TV's 15 channels, then add two of their own so they can claim a competitive distinction, says Mike Bailey, vice president of programming at FLO TV. The spectrum can actually hold 20 channels, he says, which shows how much more efficient digital signals are than analog. FLO TV channels have a 320x240 QVGA resolution, and are streamed at 250 to 500kbps.
Until June 12, some markets had a UHF channel 55, so FLO TV wasn't available in those locations. The company kept busy erecting broadcast towers across the country. Now it's ready for its nationwide launch, which will mean selling subscription service under its own name.
Delivering content over the analog spectrum makes picture quality possible that surpasses what the wireless carriers can offer, says Bailey, since the wireless carrier networks weren't meant to scale. FLO TV, however, can deliver a clear signal to everyone that wants it with no bandwidth concerns.
"What knocks everybody out right away is the crystal clear picture," Bailey says. The service also offers fast channel change times and an on-screen program selection grid like that of a set-top box.
Choosing Channels
FLO TV's channel lineup looks like the best of basic cable. It offers CNBC, Fox News, MTV, ESPN, Comedy Central, and Nickelodeon. There's also network content from CBS and NBC. Most of the content—around 70 percent, Bailey says—is shown at the same time as it is on standard channels. That means subscribers can usually be assured of getting a program or a sports match at its regular time. They'll also get commercials: even though this is a $15 per month subscription service, commercials are included with the live programs.
"We lead with live sports and news. We really bring the goods when it comes to live sports that a lot of people will want to watch at one time," says Bailey, who explains that software on subscribers' phones lets the company see what programs are most popular. "We experience these huge spikes during the mega live events," he says.
FLO TV is available in 84 metropolitan markets now, and that number will grow to more than 100 by the end of the year. Along with the spectrum that was UHF 55, the company purchased east and west coast corridor rights to the spectrum that was UHF 56 at a government auction in 2008. It's holding that in reserve for future expansion.
Dedicated DevicesWhile FLO TV service is only available to Verizon and AT&T customers currently, that will change in the fourth quarter when Audiovox debuts the first dedicated FLO TV devices, a drop-down video screen and a seat-back TV. These will be third-party automotive products that require dealer installation and let riders in the back seat watch live television.
In 4Q 2009, FLO TV will become available on dedicated devices such as these seat-back TVs from Audiovox.
The company is hard at work creating accessories that will let FLO TV reach other devices, including the Apple iPhone. While FLO TV PR won't say who is creating the iPhone device or when it will reach buyers, it does confirm that an iPhone accessory is in the works. A representative said the company might offer full details at its Streaming Media West conference keynote address this November.
"We expect to continue to surprise consumers with really great live content, including the best of sports, news, and entertainment, giving them an incredible experience while they're on the go," says Bailey.