Lost in all the hype about mobile video broadcast networks like Hi-Wire, MediaFLO and Modeo is a sense of what happens to the unicast mobile TV services that have preceded them.

MobiTV was one of the more successful unicast efforts, having powered the mobile TV offerings of carriers like Cingular Wireless (now AT&T), Orange, Sprint, 3U.K. and several others over the last few years. But MobiTV hasn’t necessarily taken a backseat to emerging broadcast strategies, and isn’t as lost amid the broadcast hype as you might think.

Phillip Alvelda, co-founder, chairman and CEO of MobiTV, told Telephony back in 2005—not long after Qualcomm announced plans for MediaFLO—that he was looking forward to the development of mobile broadcast networks because they would lend further validation to mobile TV services while helping lower prices across the board. He said then that one of the keys for MobiTV’s ongoing success was to make itself available on as many network platforms as possible, while exploring how to address potential future need for both unicast and broadcast (or multicast) TV services.

At last month’s Consumer Electronic Show in Las Vegas, MobiTV seemed to be making progress on Alvelda’s goal. The company announced compatibility with Mobile WiMAX networks, based on a partnership with equipment maker Runcom and digital rights management provider NDS. MobiTV also announced at the show that its long-standing vendor agreement with Sprint had evolved to support video services delivered by Sprint and its cable TV partners— Advance/Newhouse Communications, Comcast Communications and Time Warner Cable—to mobile handsets offered through their joint venture.

The Mobile WiMAX development allows WiMAX service providers to offer interactive unicast or multicast mobile TV services streaming at about 30 frames per second. At CES, MobiTV demonstrated how NDS’ VideoGuard DRM and Conditional Access Server supported content encryption and subscriber management of the service to an ultra-mobile personal computer of the type used on the early WiBRO networks in Asia (WiBRO and Mobile WiMAX are complementary.)

Alvelda said in announcing the effort, “This system proves how Mobile WiMAX service providers can bring truly interactive television to their subscribers in a personalized, secure and scalable manner today.”

MobiTv also demonstrated aspects of its integration with Sprint’s cable TV partners at CES. Their plan is to offer live and on-demand mobile television content from their own channel line-ups through customized interfaces; information guides and location-based program listings formatted to mobile services; and the ability to purchase premium channels and other offerings within the context of MobiTV applications.

“One of the ways MobiTV has helped us is through the development of a user interface that is easy to use and understand. It allows the consumer to view a screen on their wireless phone that is almost identical to the programming guide on their television at home,” said John Garcia, president of the Sprint-Cable Companies Joint Venture.

Alvelda added: “Convergence has been a long sought-after goal of the telecommunication industry and one of MobiTV’s core technology and infrastructure development objectives. The participants in this joint venture are making this vision a reality, and are directly addressing the needs of consumers by offering television channels and an electronic programming guide, wirelessly.”

The Mobile WiMAX and cable TV announcements follow MobiTV’s expansion into Wi-Fi last year, when AT&T said it would offer the service via its Wi-Fi hot spots.

Amid these new network efforts, MobiTV is also getting more involved in content. This month the company will offer its subscribers video programming from Warner Music Group artists based on a recently forged partnership with the music industry giant.