Vendors are jockeying for position in a potentially huge market for in-vehicle TV technology. At the National Associated of Broadcasters show in Las Vegas, Qualcomm’s MediaFLO Technologies unit broadcast live streaming television to an SUV, just to prove they could. The MediaFLO platform employs a dedicated mobile broadcast network that, unlike satellite-based TV transmissions, does not require direct line-of-sight, so video quality and signal strength shouldn’t be compromised in crowded metropolitan areas. As its name implies, the platform is based on FLO air interface technology standardized by the Telecommunications Industry Association (TIA).

Meanwhile, ICO Global Communications’ launched its ICO G1 geosynchronous satellite to cover North America. IMS Research analyst Helena Perslow calls it the first deployment of the DVB-SH (digital video broadcast – satellite service to handhelds) mobile video standard in the U.S.

“DVB-SH is expected to be one of the dominant mobile TV standards, and the one showing the most rapid growth over the next few years,” Perslow said. “In a large and spread-out country such as the U.S., satellite broadcasting may be the key to such mobile video applications as in-car TV.”

ICO expects to start its alpha trials later this year and to launch commercially in 2009. According to Perslow’s report, although in-car broadcast TV till now has not been a significant market in the U.S., such new mobile digital video applications as ICO’s will stimulate tremendous growth in the coming years. “Beginning in 2009, sales of in-car satellite TV receivers will almost double in one year and treble over two years.”