Today, AT&T announced plans to cut the pricing for its white-labeled Mobile TV service by more than 30 percent.

Starting Nov. 8, AT&T’s Mobile TV will be available for $9.99 per month. Its basic package is currently running at $15 per month, with its Mobile TV Plus package going for $30 per month. The lower pricing applies to the basic package.

AT&T also launched a new mobile-television-enabled handset, the Samsung Mythic. The Mythic features a 3.3-inch touch screen and one-touch access to AT&T Mobile TV and social networking sites, including Facebook. The Samsung Mythic is available for $199.99 after mail-in rebate and two-year contract.

In addition to the Mythic, AT&T also launched the Samsung Flight, which is not compatible with its Mobile TV service. The Samsung Flight is available for $99.99 after mail-in rebate and two-year contract.

The news of AT&T’s reduced pricing comes one month after FLO TV, which provides AT&T’s mobile television service, announced it would launch services independent of its two carrier partners AT&T and Verizon Wireless. FLO TV also said it would build out its device ecosystem and expand its channel offerings.

FLO TV’s handheld personal television device, its first to be offered independently of AT&T and Verizon, goes on sale Nov. 13. The FLO TV Personal Television PTV 350 features a 3.5-inch QVGA touchscreen and is retailing for $249. FLO TV is offering six months of prepaid service with the purchase of the device for those bought between now and March 31.