mediabistro.com's Chris Ariens is covering the 2008 NAB Show in Las Vegas this week. Check back for reports related to mobile content

They have the content, they have the spectrum, now the OMVC needs device makers to get on board for a fully functioning mobile digital TV service. The executive committee of the Open Mobile Video Coalition made their pitch at the 2008 NAB Show in Las Vegas this morning. The OMVC is made up of national broadcasters and companies that own and operate local stations around the country.

NBCU's John Eck, who is an OMVC exec committee member, said the centerpiece of the platform is live TV capability. "Consumers want live news, breaking news, traffic, weather," which is just what the 400 or so broadcasters in the room can provide. And with a projected annual ad revenue of $2 billion by 2012, it's a new and untapped revenue stream for broadcasters who continue to lose viewers to the web and other mobile applications.

The OMVC's chairman Brandon Burgess, who is CEO of Ion Media, thanked the broadcasters for getting on board and made special mention of "congressional staffers" in the room as the OMVC works with lawmakers on the standard.

In addition to the challenge of device makers is the mobile service providers, some of whom already have live video capabilities. Burgess understands the challenges, but also sees the possibilities. "This is a most exciting time for our industry, a watershed for our future," he said.