It's not there yet, but AppleInsider post comes close to showing how we could start using DTV broadcast in the future:

Apple has put some effort into conceptualizing a family of next-generation wireless iTunes kiosks that can be placed just about anywhere, allowing users of its portable products to load their devices with a new full-length movie or audio album during travel, in areas where wireless networks may be unavailable.


I'm generally not a fan of using broadcast for pay-to-play content, but imagine streaming House while you're on the road, or the Tuesday matinee...