Virgin Mobile is looking to beam TV programmes direct to handsets as part of a trial with BT Wholesale.
Content from Sky Sports News, Sky News and new music channel Blaze - including more than 50 digital radio channels - will be beamed to the handsets of 1,000 triallists taking part in the London-based four-month trial kicking off this month.
BT's "Livetime" service - a hook up between the telco and commercial radio outfit GWR - gives mobile operators the chance to offer their punters TV and radio broadcasts direct to DAB digital radio enhanced mobile devices such as smartphones and personal media players.
In no way hyping up the trial, ahem, Virgin Mobile's Graeme Hutchinson said: "This is undoubtedly the most exciting mobile television service in the industry. No one else offers the ability to receive live television on your mobile, an electronic programme guide, or the ability to use the service anywhere.
"This mobile television service is revolutionary, yet it uses an existing technology which can be used right here, and right now, unlike some other forthcoming mobile TV offerings. We think the service is going to change forever the way people use their mobile phones, and we know our customers are going to love it."
Last month O2 announced it had teamed up with NTL Broadcast to conduct a six-month trial to test mobile TV in the UK.
The Oxford-based trials kick off in July and will gives punters access to channels including Sky News, CNN, Chart Show TV, Sky Sports News, Cartoon Network and Discovery. ®