AT&T this week will begin broadcasting its Mobile TV service, which the company says will provide live broadcasting of television shows and movies over mobile handsets.

AT&T will use Qualcomm's MediaFLO technology to deliver content from several television networks, including CNN, Comedy Central, ESPN, MTV and CBS. Additionally, Mobile TV will carry PIX, a program from Sony Pictures television that will stream movies from its studio library.

Qualcomm first began building the MediaFLO network in 2004 with the goal of eventually delivering live mobile-video content over spectrum on the 700MHz band. FLO, which stands for "forward link only," delivers a one-way transmission of video and data streamed directly from cell tower to handset.

AT&T says that Mobile TV will launch next week in more than 50 major markets including New York, Los Angeles and Chicago. The service will cost $15 per month for a basic package, which will include unlimited access to Mobile TV and limited-time access to a live-concert channel powered by entertainment-content distributor Control Room. A Mobile TV Plus package will cost $30 per month and include unlimited mobile Web browsing over AT&T’s MEdit Net Web service. Finally, customers can pay $13 a month for a limited, basic package that includes access to four channels, including CBS Mobile and FOX Mobile.

To coincide with its Mobile TV launch, AT&T also announced today that it will be supporting two new handsets that it says are designed to take advantage of the service's full capabilities. The first handset, called the LG Vu, has a 2.0-megapixel camera and Bluetooth capabilities, and will sell for $299.99 with a two-year contract and a $100 mail-in rebate. The Samsung Access includes an internal antenna and sells for $199.99 with a two-year contract and a $100 mail-in rebate.

AT&T is launching Mobile TV just over one year after Verizon launched its V-Cast live-TV service at last year's CTIA Wireless show in Orlando. 

Like AT&T's Mobile TV, Verizon's V-Cast relies on Qualcomm's MediaFLO technology and delivers content from most of the channels AT&T has signed up.