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The world's biggest payment card company, Mastercard, will unveil on Thursday a service for banks, enabling them to install payment cards into clients' mobile phones much easier than earlier, possibly breaking the deadlock over the market takeoff.

MTV Networks will launch mobile video ads on carrier-operated premium VOD services for the first time. The first advertiser will be the U.S. Air Force, which will have pre-roll ads running across MTV’s mobile video-on-demand programming, as well as campaigns on the MTV.com mobile Web site.

Youths are signing up to have pitches, photos and links to websites sent to their multifunction mobile devices.

Dish Network is looking to find partners to potentially launch a mobile-video service with the 700-Megahertz wireless spectrum it purchased earlier this year for $712 million, officials said Tuesday.

AT&T and its MediaFLO USA subsidiary is launching the AT&T Mobile TV with FLO service in 58 markets beginning this week. The new service broadcasts programming live and in color onto mobile phones.

The key for mobile adoption, specifically mobile video adoption, is coverage and cost according to several reports. Vantrix, a mobile video company is trying to increase mobile video adoption by optimizing video for advertisers and offering consumers free content. Rather than asking users to pay for video clips, Vantrix subsidizes the cost by running ad campaigns within them.

Mobile TV and video firm QuickPlay has partnered with Amobee, which provides mobile advertising, to launch a mobile ad platform for video. The service was first implemented on Vodafone Italy's FreeVideo service. Amobee says Vodafone Italy's 3G users were able to freely access a plethora of "high-quality, local and branded video content" as a result.

San Mateo based mobile phone advertising provider AdMob has passed the 20 billion ads served mark. Since March 2007, the company's monthly impressions have grown from 500 million ads per month to 2.5 billion per month. The client list includes Google and Yahoo, who use AdMob to advertise their services on mobile phones.

Advertisers are eager to embrace mobile initiatives. They're excited about gaming, they like social networking, and they're crazy about interactivity. AOL's new mobile-web gaming site may help bring these all together. The site will provide Cellufun games that require no payment or download, and AOL's newly acquired Third Screen Media will make a little money by placing and providing mobile banners.