Look, we know all about desperate -- those youngsters are cute and all, but any self-respecting parent starts having some seriously evil thoughts about three hours in to any road trip. In a presumed effort to keep you off of the evening news and in good standing with your relatives, AT&T is launching its CruiseCast in-car TV service today. If you'll recall, we knew the in-car satellite TV solution was being tested in various spots, but today marks the first day that the proverbial beta badge has been ripped off. Of course, such a unique offering ain't running anyone cheap, with the initial hardware package totaling $1,299 and the monthly fee ringing up at $28. If those numbers have yet to faze you, hop on past the break for a look at the channel lineup.

AT&T CruiseCastSM Service Launches Nationwide In-Vehicle Entertainment Package

Channels Deliver Kids Content, News, Sports, Weather and Lifestyle Real-Time Programming

DALLAS–June 2, 2009-AT&T Services Inc. and RaySat Broadcasting Corporation (RBC) announced today that AT&T CruiseCastSM service is now available across the continental United States with a robust lineup of content. Whether driving around town or on vacation, consumers can now enjoy 42 channels of satellite TV and radio on their existing rear-seat entertainment systems.
Programming includes the following video channels:

USA Network

SCI FI

Discovery

Animal Planet
CNN mobile

Adult Swim Mobile

Lifetime Channel

NFL Network
MSNBC

FOX News

AccuWeather

ESPN Mobile
Disney

Disney XD

Discovery Kids


Cartoon Network Mobile



CBS College Sports Network



The programming lineup also includes five additional video channels that are favorites among young children, "tweens" and teen-agers.

To learn more about the AT&T CruiseCast service,to viewthe complete channel lineup and to find a local installer, visit www.cruisecast.com/launch.

"We are very pleased to bring this fantastic lineup of channels to our AT&T CruiseCast customers nationwide," said Winston Guillory Jr., president of RBC. "In-vehicle satellite entertainment is the next major trend in consumer electronics. We are proud to deliver a robust live-TV experience to vehicles."

The AT&T CruiseCast service is made consumer-friendly by the unique scaling down of satellite technology into the small pod-like antenna that affixes to the roof of vehicles. The antenna is paired with a receiver that is mounted in the vehicle and provides all video and audio connections to the appropriate vehicle systems, such as rear seat entertainment, vehicle audio system, etc. The antenna is secured to a roof-rack on sedans, SUVs and mini-vans and via a magnetic mount on all other vehicles. The AT&T CruiseCast service utilizes breakthrough technology that overcomes line-of-sight obstacles such as overpasses, buildings, trees or tunnels to deliver television programming to cars, non-commercial trucks and SUVs.

AT&T CruiseCast service is available through a nationwide network of authorized installers and aftermarket-car retail outlets. Once the system is installed, consumers can sign up online for service at http://www.cruisecast.com or call 866-800-9030. Customers will create a personal profile, select a payment method and choose programming features. Once a profile is on record, and the installer has completed the equipment installation, the service will be activated over the air. The manufacturer's adjusted price (MAP) of the equipment (antenna and receiver) is $1,299 and the monthly subscription fee is $28.

This groundbreaking AT&T CruiseCast service was created through the collaboration of RBC and AT&T*, the world's premier telecommunications company. RBC, a privately held U.S. company, has worked with AT&T Business Development to introduce the new product to the marketplace.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. as well as third party licensees under the AT&T brand and not by AT&T Inc.

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AT&T CruiseCast in-car TV finally launches nationwide