CBS Sports and AT&T have finalized a deal to televise all March Madness games from this year's tournament through the new AT&T Mobile TV service, says AT&T spokesman Michael Coe.

AT&T customers will be able to watch live games by pressing a TV button on specific phone models.

When the tournament tips off March 19, there will be four channels to choose from.

As the field narrows, AT&T will reduce the number of channels. If there are three games being played, for example, there will be three channels.

"People are out and about — but they want to keep track of the games," Coe says.

The coverage will be free for AT&T customers with one of four handsets: the LG Vu; LG Invision; Samsung Eternity; and Samsung Access.

AT&T will be the only carrier with exclusive rights to CBS' 63 games, including the championship game, Coe says.

Other mobile carriers could still come in and televise one game at a time off CBS' national feed, he says.

CBS will hold a news conference in New York today to outline its NCAA coverage.

Increasing business:

Despite the struggling economy, CBSSports.com expects online ad bucks for its NCAA March Madness on Demand coverage to rise more than 20% over last year's haul of $23 million, says general manager Jason Kint.

The network has signed up more than 35 advertisers, including AT&T and Coca-Cola.