Sony just revealed a bit more about AT&T's Mobile TV service launching in May. We now know that one of the two exclusive AT&T channels will be called PIX, Sony's new feature film channel for cellphones. The service is a first of its kind in the US... for good reason. Oh, it's not that we have anything against the roster of films including "Ghostbusters," "Philadelphia" and "Karate Kid." It's more the prospect of sitting in front of that tiny mobile screen to watch a full-length film without the ability to pause, fast forward or rewind. This is live broadcast folks. Nevertheless, Sony Pictures claims to understand the risk. According to Eric Berger, VP Mobile Entertainment at Sony Pictures Television, "We recognize that people are on the go with their mobile phone and coming and going. This isn't for people looking to view a movie for the first time. It's OK to miss the beginning." Films will run on PIX for a month with new additions added weakly weekly.

We've heard these type of deals mentioned here and there, but it is kinda nice to see one that may actually bear fruit, not just marketing noise. The deal will see SK Telecom -- the Korean monster in case any of you were getting your hopes up -- offer between 50 and 60 flicks a year for the next four years, or roughly 200 films. Films will cost about 1,000 to 2,000 won (roughly $1 to $2) per download, but of course there's a catch, data costs for these downloads are not included. SKT has suggested that an unlimited data plan is a good option for those that want to get at these films, and we have to say we agree..

[Via mocoNews]