Italian state broadcaster Rai, mobile operator 3 Italia and Alcatel-Lucent are launching the first mobile TV trial using the DVB-SH standard in Turin, Italy this month, reports Reuters. The companies said that it would run a technical trial first, starting in December, and would incorporate consumers later next year.

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The new DVB-SH technology is based on the French tech firm’s Unlimited Mobile TV product. The company claims that the new technology makes more effective use of the spectrum, and allows integration of hybrid satellite and terrestrial networks—meaning it can cover less populated areas using satellite coverage.

But can DVB-SH gain traction? It has struggled to find support among handset vendors, especially as DVB-H, the only globally used mobile TV standard, is backed by an industry consortium that includes Nokia (NYSE: NOK) and Motorola (NYSE: MOT). In a controversial move, the EU has also recently endorsed DVB-H as its mobile TV tech standard of choice and has placed the technology on its list of “official standards.” Starting in February, member states will be required to support its use and implementation—though this doesn’t mean they have to ban other standards.

There’s also a question on whether its use may be more costly. As Reuters (NSDQ: RTRSY) reports, in Europe there is a current shortage of spectrum for mobile TV, which means the telecoms industry—just as Alcatel Luncent has done—has been looking at higher frequencies. DVB-SH sits just above current 3G airwaves. But these higher frequencies are usually costlier since the higher the frequency, the shorter the distance radio signals travel, meaning operators have to build denser networks. Rival DVB-H standard uses much lower frequencies, the same as traditional television’s UHF band.