SAN FRANCISCO - Want to watch TV on your mobile phone? The wireless industry is betting billions that you do.

And they're not talking about just downloading or streaming on-demand videoclips to your phone. Efforts are afoot to broadcast TV programming nationwide to a new generation of mobile phones that can tune in, just like an at-home TV.

Despite the billions of dollars U.S. wireless operators have spent upgrading their networks to offer such multimedia content as videos and music, they are insufficient for the job.