AT&T has announced that its AT&T U-Verse Live TV service has been rebranded and is now called Mobile TV. In addition to the news, it is releasing several new changes, including enhanced picture quality and a cheaper price.

Rob Hyatt, AT&T’s Executive Director of Marketing Management, posted on the company’s blog that the newly renamed service was intended to be your “on-the-go source for entertainment and information whether you’re traveling near or far and is accessible through Wi-Fi and AT&T’s 3G & 4G LTE networks.” It is available on most of the AT&T smartphones and will cost $9.99 per month.

In addition to the accessibility on most of its smartphones, AT&T says it is now offering “enhanced picture quality” when viewed on its 4G LTE network. Subscribers will also have their Mobile TV subscription merged with their main account so it’s streamlined billing.

AT&T is offering add-on packages for Mobile TV for $4.99. Its Urban Zone Pack features programming from BET while its Playground TV Pack is more for kids, and lastly Hispanics can get specialized programming with its Paquete en Espanol movil.

The new Mobile TV service enables users to easily watch channels like ESPN Mobile, Disney, FOX News, ABC Mobile, and more right from their portable device using a streaming and on-demand television app.

The move to launch enhanced picture quality appears to be a result of the company’s investment in its wireline IP network and 4G coverage. Last year, AT&T announced that it was going to spend $14 billion over the next three years to improve its networks in the United States. Codenamed Project Velocity IP, it was understood that the company would expand its 4G LTE network to cover 300 million people in the US by 2014, an upgrade from its previous aim of 250 million by the end of 2013.

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