MIDLAND Today marks a whole new day for entertainment in Odessa - or at least the people trying to sell a product think so.

AT&T launches its U-verse service in much of Odessa and Midland today. The company promises more high definition television channels than cable, along with the ability to synchronize television with Internet and home phone service.

The Internet Protocol system uses fiber optic technology, said Adrian Quintanilla, AT&T general manager for North Texas.

"This gives customers the ability to integrate and customize content," Quintanilla said Friday at a demonstration in Midland. "I think this is a real compelling experience and one they will share and discuss."

The service was first introduced in San Antonio in 2006, Quintanilla said. The Odessa-Midland market is the seventh in Texas to get access to the service, which has over a million subscribers nationally. It's available in over 80 markets nationwide.

The service offers up to 99 high definition channels and a digital video recorder that will record up to four programs at once, Quintanilla said. It ranges in price from a 120-channel television-only package for $49 to the U400 package, which includes nearly 400 channels and high-speed Internet service that can downstream at up to 18 megabits per second (evidently that's pretty fast).

The service requires additional fees of $10 for high definition programming and $5 per high definition DVR receiver.

"Evaluate what you're getting today," Quintanilla said. "Add that up and look at the services and the price."

Other features include being able to set recordings from a computer or mobile device.

It also allows synchronization with a home phone. Viewers look up a number via a Web connection, dial it over the television, and transfer the call to a home phone where it will then ring another party. The service also allows a common voice mailbox for home and cell phones.

Viewers can also program custom information to come onto their television screen, from weather conditions to stock quotes and even keep up with fantasy football players.

AT&T is also offering incentives to get people to sign up for the product - which includes channels from VH1 Soul to Wealth TV. Incentives include $250 cash back for ordering online.

Dirk Parks, the AT&T area manager for construction who opened up his house for the demonstration, said he's been pleased with the product since he got it a week ago.

"It's just great viewing," he said. "It's not gonna be good for the theater business for me."