New standards for broadcasting TV to mobile devices are being tested by the Open Mobile Video Coalition (OMVC), official said at the National Association of Broadcasters (NAB) show in Last Vegas.

The group hopes to build an open standard by next year, on the theory that mobile TV can make up for or even surpass recent drops in traditional TV advertising for independent and small-market stations.  The group will submit proposed standards to the Advanced Television Systems Committee next month, according to the Associated Press.

Ultimately, TV stations should be able to broadcast directly to mobile devices, rather than requiring special mobile-content conversion software, the group advocates.

What technology can’t solve are telecommunications operator traditions – such as getting a slice of the enhanced services pie.  So before mobile devices become mobile TV screens, groups such as the OMVC will need to negotiate with carriers, some of which also offer household cable television.

For the infrastructure side, some say mobile TV could be the killer app for emerging WiMAX technology.  UDcast says the latest versions of its content management and service delivery system have enough scalability to prioritize high-quality video information, that recent European and American trials were successful and that its first commercial satellite is scheduled for launch this week.