On Friday AT&T announced that it partnered with Uber and will roll out connect car rides across four cities for a limited period to let passengers see live college football games from their tablets while riding in the back of the vehicle.

Since AT&T acquired DirecTV the satellite TV provider, in July for a price of $48.5 billion it stepped up focus on offering video content on mobile divisions to televisions, with the initiative with Uber, AT&T will test the appetite of having video content while in connected vehicles.

Under this new partnership, 10 Chevrolet Tahoes with wireless connectivity from AT&T will do rounds on four different Saturdays in Atlanta, Houston, Nashville and Detroit during October and November, said a spokesperson for the business.

These vehicles will have tablets (4) in the back of the headrests, phone chargers and headsets. Riders will be able to watch a football game on live stream through the U-verse TV app from AT&T on the tablets that are connected to its 4G network, said the company in a prepared statement.

Most people in the U.S. already own a mobile handset and the wireless industry in the U.S. hopes to tap into new and additional revenue sources such as the connected cars.

Besides providing essential pipes that deliver the data, telecom players like AT&T have been looking to extract new revenue from content.

AT&T signed 9 automakers including Audi AG, Ford Motor and General Motors to hook cars up with access Internet. Executives at AT&T said they have plans to bring in exclusive content like video and games, which is able to be streamed onto personal mobile devices to car users who are connected.

Rides on Uber can hail the connected cars through clicking on the customized tab on the app for no additional cost.