ROK Entertainment Group has launched the popular ROK TV streaming mobile TV service in the United States. Users can now go to roktv.com and subscribe to thirteen channels of content for only $0.99 per channel. ROK has licensed content from well over 50 content providers, enough for dozens of channels, which will be going live throughout the coming weeks.

However, this is not just another re-hash of the typical mobile video channel offerings. ROK bills its service as one that focuses on niche, independent, alternative, urban, and international content such as TV Reggaeton, OutThere TV, and Noche De Salsa. This is largely due to ROK’s UK experience that has shown mobile TV to be a ‘3×5 proposition’ where consumers’ usage tends to take on a ‘three minutes at a time, five times a day’ pattern and where these types of channels are proving as popular as major brand names. As such, ROK TV’s programming line-up is being designed to be the latest, coolest, content available.

“We see large demographic and affinity segments of active mobile media consumers that are being underserved by the content offerings of existing mobile video services,” says Jonathan Kendrick, Chairman of ROK who continues, “But we’re not turning away from major entertainment, news or sports programming, in fact we fully intend to showcase the power of major media brands and sponsors in a variety of unique ways as the service grows.” ROK TV currently includes a range of live news, sports, music, cartoons and entertainment channels in its UK lineup.

ROK TV, which runs over 2.5G and 3G networks, has been live in the UK since late last year. It was recently reviewed in a report by Strategy Analytics and, by a vote of users, came in #2 out of four services. Even though ROK TV was running over 2.5G it beat out 3G services — Hutchison’s ‘3′ and Orange — both run by US-based MobiTV.