Both AT&T's and Verizon's services are operated by MediaFLO, a unit of Qualcomm.

The AT&T service will at launch be available on just two handset models -- the $299 LG Vu and $199 Samsung Access -- and will cost $15 per month for 10 channels.

"AT&T Mobile TV is more than a new entertainment service -- it is an experience that will significantly change and enhance our customers' mobile lifestyles," said Mark Collins, vice president of Consumer Data for AT&T's wireless unit in a prepared statement. "With this in mind, it was imperative that we launch this revolutionary service on devices that were optimal for the best mobile viewing experience imaginable. We worked closely with LG and Samsung to deliver these two iconic handsets, which are designed with the specific needs of what will soon become our Mobile TV viewing audience."

AT&T Mobile TV will launxch with exclusive channel deals for its service with Sony Pictures and CNN Mobile Live, as well as a 60-day deal with Control Room, whose pre-recorded concerts featuring artists such as Jay-Z, Fall Out Boy and Rage Against the Machine will appear on the CNCRT channel.

AT&T said the service will initially offer programming from a number of sources, including CBS Mobile, ESPN Mobile TV, Fox Mobile, NBC 2Go, NBCNews 2Go, Comedy Central, MTV and Nickelodeon.

AT&T Mobile TV will launch in 58 markets including Atlanta, Chicago, Dallas, Detroit, Las Vegas, Los Angeles, New York, Philadelphia, San Diego, Seattle and Washington, D.C.