3D may be making a splash in other halls at the NAB Show, but the South Upper Hall is “Mobileland.” You’d be hard-pressed to find a 3D demonstration here, but vendors targeting mobile television are everywhere.

Companies small and large are showing solutions for various aspects of mobile television, from exciters to receivers and every component in between.

A panel discussion in the Destination Broadband Theater drew a large crowd.

Rohde & Schwarz and Axcera both had active crowds around their transmitters and exciters. The same companies and several others are showing receivers, most of which have a live signal actively playing.

There’s lots of other activity in the South Upper Hall, of course, and plenty of information being exchanged.

Rich Roddman of CMR Studios in Florida was at the WCIX.Net/TotalStream booth discussing a requirement he has for a Web-related project. “We’re in the middle of updating a radio station’s Web site and they’re interested in streaming video,” he told WCIX.Net’s Dennis Nugent.

The Internet is really a game-changer — radio stations can now do television and TV stations are gearing up to transmit to something like a video Walkman, he said, referring to the coming wave of mobile DTV receivers.

The Web’s impact is apparent everywhere. In the Destination Broadband Theater, a nearly full house was listening intently to a panel called “Critical Mass Changes Everything.” This particular critical mass has nothing to do with physics and everything to do with social networking.

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There is some good old traditional broadcast activity in the South Upper Hall, too.

At the Larcan booth, Mike Peterson of KSPS-TV asked about using a satellite hop for multiple video streams. “You can go up to satellite, but all the PIDs have to be compliant,” Scott Barella of Larcan answered.

Liberally sprinkled throughout the South Upper Hall is the latest hot tech gadget, the Apple iPad. Several demonstrations were being given on iPads, each gathering clusters of attendees who might have been more interested in the presentation device than the actual presentation.

Isaac Gold of Bob Gold & Associates tries out one of several iPads used for demonstrations.

Something interesting is always cooking at Avid. With heavy industry interest in digital cinematography cameras from RED, Avid has announced a system to edit RED 2K files in its flagship Media Composer.

Marty Bohunicky of Working Pictures seemed impressed and wanted to be sure that there was no external file conversion at work.

“It happens all within Media Composer,” said Glen Seaman, the presenter at Avid.

The South Upper Hall also has some interesting pavilions highlighting international organizations and new media. These include the Korean Pavilion, Brazilian Pavilion, Beijing Pavilion, Destination Broadband Pavilion and the Mobile DTV Pavilion.