AT&T, the new name of Cingular Wireless, said today that it will deliver mobile TV using Qualcomm's MediaFlo technology.

The two companies expect to make the service available in late 2007.

The service will allow subscribers to watch live high-quality TV on the phone. Currently, Cingular and other carriers provide streaming video to the phone, but it typically is not live. With MediaFlo, subscribers watch broadcast TV over airwaves owned by Qualcomm.

So far, Verizon Wireless has partnered with Qualcomm in the U.S. to roll out mobile TV. The announcement by Cingular is a little more of a surprise because its network uses technology based on the GSM standard. Verizon Wireless uses CDMA, which is primarily developed by Qualcomm.

It appears MediaFlo, which uses its own proprietary technology, is gaining early acceptance in the U.S. Internationally, the DVB-H standard has started to roll out, and Modeo is attempting to launch it in the U.S.