Analog Television is on it's way out, what will replace those frequencies?

I've been hearing the FCC is holding bidding for the frequencies that old-style analog television uses, but I haven't been hearing which bidder is winning. Wide range wireless internet? More frequeicnes for cell phones? Something else altogether? What's the scoop?

The cell phone companies seem to be the ones most interested in them. But since it's an open auction they could be sold for some other use. Last I heard, the bidding wasn't at active as the FCC had hoped it would be.