In a major boost for mobile television, MediaFlo USA will feature more than 300 live college basketball games this season including the Men's College Basketball Tournament.

The Qualcomm-owned company's Flo TV mobile service will offer this feature in conjunction with content partners CBS Mobile, ESPN Mobile TV and Fox Mobile.

"Live sports events can drive mobile TV forward," said Mike Bailey, vice president of programming for MediaFlo USA. "With Flo TV connecting sports fans with big-time college basketball games, at a superior level of quality, this is another proof point of the value of mobile TV.

"MediaFlo USA is committed to providing our viewers with fresh, relevant programming they want to watch where they want to watch," he said. "Our line-up is packed with the sports, news, entertainment and kids' programming.

MediaFlo will run live coverage of many top-ranked men's college basketball games for the rest of this year's season, including championship games across all major conferences.

The company will also deliver live coverage of more than 25 women's college basketball games, including the Conference and Division 1 and 2 Championship games.

"College basketball appeals to hardcore hoop addicts, avid alumni fan bases and broadly to sports fans who don't want to miss a minute of the big game," Mr. Bailey said. "Bringing college basketball with teams from all of the major conferences to Flo TV allows fans to take the game with them.

"They can watch it live in line at the grocery store, waiting for a flight at the airport or even while they are watching another game," he said. "Our research shows that sports are in high demand on mobile TV, and this college basketball line-up is bringing our viewers what they want to see."

The regular season began Nov. 11 with match-ups featuring Monmouth vs. Seton Hall, and University of Missouri - Kansas City vs. Kansas.

Other men's college basketball games scheduled to air on Flo TV include Louisville vs. Georgetown (March 8) - CBS Mobile; UNC vs. Duke (March 8) - ESPN Mobile TV; Oklahoma vs. Texas (March 9) - ESPN Mobile TV; Big East Title Game (March 15) - ESPN Mobile TV; ACC Title Game (March 16) - ESPN Mobile TV; and Big 12 Title Game (March 16) - ESPN Mobile TV.

Since launch, Flo TV service has broadcast nearly 2,000 hours of live sporting event coverage such as the U.S. Open, college football and men's professional basketball.

Prime line-up
MediaFlo recently introduced its spring programming lineup, which features "UnHitched" (Fox Mobile) and "Lipstick Jungle" (NBC2Go).

Also returning to Flo TV with new episodes are primetime favorites including "Jericho," "Survivor" and "Big Brother" (CBS Mobile); "Are You Smarter Than a Fifth Grader" and "Back to You" (Fox Mobile); "Medium" (NBC2Go); and "The Hills" extended season (MTV).

The MediaFlo service is similar to traditional TV in its approach to ads.

"Advertising is embedded in the content that we receive from content providers," Mr. Bailey said. "In some cases, it's a blend of promotions and product advertising, and in other cases it's a flow-through of the advertising just as it would exist on broadcast or cable.

"Today, we look forward to pioneering change in the mobile TV sector by making advertising even more relevant to the mobile consumer," he said.

"This can be accomplished in a variety of ways: new advertising formats, mobile-specific advertising content, interaction with ads, audience segmentation and addressability, among others. We're planning product releases that will offer advertisers new opportunities in many of these areas."