Qualcomm’s FLO TV is kicking off its consumer brand today, by unveiling a new device that is only a TV and not a phone. The device and broadcast TV service will be sold directly to consumers rather than through a wireless carrier. Release.

The device, which is built by cellphone-maker HTC, will cost $250 and be available for purchase this holiday season. FLO TV said they will charge about $9 a month, which is considerably less than the $25 a month carriers demand. In addition to the consumer and carrier offerings, FLO will also be sold through in-car entertainment systems.

For some time, FLO has been working out rolling out a consumer brand, so that they can offer a wide range of products at different price points. Up until now, the hang-up has been around network coverage, but the broadcast TV service is expected to be live in 100 markets by the end of the year. The initial device will have a 3.5-inch diagonal screen and will be able to support about 5 hours of TV watching. Much like a cellphone, the handheld device will have a touchscreen, so that users can channel surf with a swipe of a finger. The device also has a stand, built-in speakers, and the ability for users to set reminders for certain TV shows.