Dialing into the fast-growing market for mobile games, a San Francisco-based startup is unveiling a new service to transform television viewers into active participants in live television programs.

Introducing a lineup of cell phone games tied to live television broadcasts, viewers could use their cell phones as gaming devices to compete against others in "real time" events by choosing winners and losers in reality television programs, competing against contestants in game shows, and even predicting plays in football games and other sporting events.

AirPlay expects to launch its first content category - AirPlay Sports - in conjunction with the start of the professional and college football seasons this fall. AirPlay Sports will allow players to make live game and play predictions from their cell phones and compete directly amongst groups of friends. Throughout the live television broadcasts, AirPlay Sports competitors will receive real-time updates of their scores and ranking against other players.

Following the launch of AirPlay Sports, the company will create an entire platform of AirPlayTV events to include game and award shows, reality TV programming and other categories of real time televised entertainment.