Sure you could. With my old, ancient, 80 GB iPod with video of yesteryear I could just go in and change the settings of the backlight timer and and it would always stay on. That way I could see what album was playing from across the room.
I don't think there is a way to do that on the iPhone. I have been looking all day. Unless it's so obvious that I have just missed it I don't think it's there.
Thanks!