Intel, Motorola, Nokia, and Texas Instruments yesterday agreed to work together to promote a common standard for broadcasting digital TV on mobile devices, such as cell phones.

They have all gotten behind a technology known as DVB-H (Digital Video Broadcasting--Handheld), which will have the effect of accelerating the trend toward mobile TV. The loser here is San Diego-based Quaalcom, which has developed a competing technology (MediaFLO).

"Mobile TV efforts are heating up after a slew of mobile entertainment announcements earlier this month at the International Consumer Electronics Show," reports Red Herring.

While some companies, such as Samsung and LG Electronics, have said they intend to support both the DVB-H and MediaFLO technologies, the creation yesterday of the four-partner tech alliance clearly gives DVB-H a leg up. The technology will allow users to receive live TV on cell phones, with on-demand an interactive functions. However, notes Red Herring, there are a number of companies, including Sprint, that have adapted neither of the existing mobile TV standards and are attempting to establish platforms of their own.