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.