Companies like AT&T (NYSE: T) and Verizon (NYSE: VZ) are starting to explore content and advertising plays that span their three networks—mobile phones, broadband and TV, reports the WSJ. Early examples of this is when Saturday Night Live skits of “Weekend Update” and Burger King’s “Whopper Freak-out” ads played across all three of Verizon’s screens. To be sure, it sounds like early days, but the likes of Verizon and AT&T are experimenting because it may provide a new source of revenues as the U.S. wireless industry becomes more saturated. Of course, the article points out that there’s a lot of competition. Microsoft (NSDQ: MSFT) is also working on becoming a one-stop shop for advertisers, which spans the three networks, and even video games. In addition, cable operators are also investing in the wireless networks, so they’ll have a triple-play as well. The biggest hurdle, however, is reach. AT&T and Verizon have millions of wireless and broadband consumers, but mobile advertising is still quite new, and the two companies’ TV services are just getting off the ground.