(keitai-l) football broadcasts for U.S. cell phones

Seen this? Company named Celecast in the US is doing phone-based broadcasts
of university American football games in the U.S.A.

url:
http://www.wired.com/news/business/0,1367,60670,00.html
excerpt:
"Subscribers pay for access to the company's array of games -- with plans
ranging from $10 for one week's games to $90 for the entire season. After
signing up, the subscriber calls Celecast's phone number from their cell
phone and picks the game they want to hear. The broadcast from the school's
radio-rights holder is routed to the phone, and suddenly, a fan can keep
tabs on Michigan or Kentucky from anywhere in the country."