Paul Jacobs, Qualcomm CEO, was scheduled to speak at the Rural Cellular Association Annual Convention in Las Vegas this week about the magic of MediaFLO. This multicast digital TV technology broadcasts real-time TV programming to mobile phones and has been embraced by the top mobile carriers in the country. Unlike many of the other 3G and advanced data technologies, it will require little investment from cellular providers.

Qualcomm is acting as technologist, vendor and service provider, building a nationwide network, signing content deals with the broadcast and cable networks, and wholesaling the package to carriers.

But don't get excited about MediaFLO coming to a town near you right away. A Qualcomm spokesperson said Jacobs will talk more about developments in the technology, not announce an expansion into rural America. In fact, according to Qualcomm, MediaFLO is spending its formative year ensuring the forward link only (FLO) technology works for its prime customer Verizon Wireless and later AT&T/Cingular, which is expected to launchservice by the end of the year.

That means MediaFLO USA will be focusing its buildouts in the big metro areas. Right now, it's primarily delving into the big markets of the West and Midwest.

Pat Riordan, chairman of the RCA, recognizes this is in the early stages but said technologies such as MediaFLO are key to rural areas. That's why he wants to introduce RCA members to Jacobs, “So we can figure out a way to support Qualcomm and to be ready to provide that type of service in rural areas,” he said.

It's not inconceivable MediaFLO will expand to Main Street USA. It owns 700 MHz licenses that blanket most of the country, and wherever there is a TV tower, Qualcomm can build a MediaFLO transmitter. It would use the former broadcast spectrum's high wattage to blast its digital signals over large swaths of America, even if extremely rural broadcasting might not be economically feasible.