Since the introduction of the mobile phone, the land-line telephone has slowing become an endangered species. The addicting Blackberry is quickly settling itself as “man’s best friend.” As life moves faster, we are predisposed to demand services and products that satisfy our on-the-go attitude.

In line with such a demand, NextWave Wireless, Inc has just recently launched MXtv. Wireless Design and Development Asia describes MXtv as:

“a breakthrough mobile multicast and broadcast technology that enables WiMAX operators to deliver a broad range of rich and personalized multimedia services including mobile TV, interactive media services, and digital audio without having to invest in new spectrum or additional radio access network equipment… With the unique ability to interleave broadcast content with voice and data content in each user transmission, MXtv enables WiMAX network operators to maximize service revenues by allowing them to dynamically optimize the mix of voice, data, and broadcast services on each RF carrier based on user demand, service pricing and advertising revenue. Furthermore, over 300 high fidelity radio broadcast channels or any combination of mobile TV, personalized radio, voice and data services can be offered in the same 10 MHz of spectrum”.

Having already affected the entertainment and media industry, it will be interesting to see how advertising will adapt to the speedy growth of mobile technology. With the introduction of MXtv, WiMAX has the potential to enable video delivery and thus commercials/video advertisements. Consumer’s ability to receive mobile TV and personalized radio on their mobile devices can improve the personalization or customization of entertainment and media directed toward individual users. While the ability to tailor advertisements and the reach of those advertisements may at first thought seem like a dream come true. The actual implementation of such a dream will be a challenge for advertisers and marketers to do successfully. As the customer population becomes more and more segmented by the personalization of media, advertising becomes more complicated. Still, it is interesting to explore the potential impact of WiMAX will have outside of the technology industry.

TMCnet reports on DiBcom, TeamCast and UDcast; three companies that are devoted to Mobile TV and the DVB-SH standard. All these companies are collaborating in the Mobile TV Without Limits Project and are combining their equipment and support to give an added push to Mobile TV both in Europe and eventually in the United States. For those that are less aware, Mobile TV is television service delivered to subscribers via mobile telecommunications networks, such as mobile phone carriers.

Interestingly enough, UDcast is also a proponent of WiMAX technologies, in addition to its work on Mobile TV. As standards related to Mobile TV continue to develop and testing extends to the United States, it will be interesting to see if WiMAX and the advantages it has to offer could eventually merge with this emerging technology.