In a latest move to expand its broadcast services software, MobiTV Inc., a global television and digital radio service provider for mobile phone users, has released the MobiTV service for Windows Mobile powered phones and devices on Thursday.

The software will include devices that run Windows Mobile 5.0, Microsoft's operating system for cell phones and handhelds, and these devices will feature full-screen viewing, a home-like electronic programming guide and much more.

A privately-held, venture-backed company MobiTV and Redmond based Microsoft recently illustrated the MobiTV service on Windows Mobile-powered devices, as well as on the Microsoft Windows Media platform for the launch of MobiTV's novel PC service.

The service for Windows Mobile devices will cost $ 9.99 a month, in addition to the cost of an unlimited monthly data service from the consumer's cell phone provider. MobiTV’s broadcast service lets cell phone and smart phone owners watch live television, as well as on-demand content, in full-screen format.

Possible to get on new and widely known devices including the Sprint 6700, Cingular 2125, Motorola Q and Palm's Treo 700w, consumers of MobiTV on Windows Mobile powered devices can access a wide range of channels from top-tier content providers.

The software is available now from the Geekzone Software Store or directly from mobiTV. Users can subscribe to the service through MobiTV's Web site and download the software directly from their phones.

The MobiTV service is available in the US through Sprint, Cingular, Alltel and several regional carriers; in the UK through 3 and Orange UK; and in Canada through Bell Canada, Rogers and TELUS Mobility.

The company claims more than half a million subscribers and offers many popular TV channels from content providers such as MSNBC, ABC News Now, CNN, Fox News, Fox Sports, ESPN 3GTV, NBC Mobile, CNBC, CSPAN, The Discovery Channel, TLC, The Weather Channel and others that deliver cartoons, music videos and comedy.

In yesteryear, 1.1 million people in the U.S. bought mobile video content. That figure is likely to grow to over 30 million people by 2010, as per the research firm In-Stat.