FLO TV says it is working to make its mobile television service more interactive with the addition of Web-based content, social media and time-shifted viewing.

“With consumers’ mobile entertainment habits evolving rapidly, FLO TV will be integrating its current live linear video with relevant, on-demand content and interactive features that complement the programming viewers are watching in real-time,” said FLO TV President Bill Stone in a statement.

The company did not provide specific details on its Internet content and social media plans but said the new features will be available “across a range of mobile devices” during the second half of this year.

FLO TV’s new features will allow users to store shows on their handsets for on-demand viewing, even outside of a coverage area. The company is also rolling out interactive programming and advertising. FLO’s interactive advertising will allow users to purchase an advertised product directly from their devices.

Finally, FLO TV said it was rolling out pay-per-day passes. The passes allow consumers to tap into the service without committing to a monthly contract.

FLO TV has been moving aggressively to spur adoption of its mobile TV service as it faces increased competition from the likes of MobiTV.

While MobiTV runs on operators’ cellular networks, FLO TV operates on a separate broadcast network specially constructed to support the service. Devices must be outfitted with an proprietary receiver to get FLO TV programming.