Virgin Mobile ditches its mobile TV service

The move has prompted some experts to question consumers' propensity for watching television on a small mobile screen. However, it could be argued that Virgin did itself no favours by launching the service with only one handset - the unusual and unfortunate looking Lobster 700TV phone.

Viegin Mobile launched its TV service last October with a £2.5 million advertising campaign starring Pamela Anderson. However, the takeip has not matched the marketing spend, with around 10,000 customers signing up to the service.

Although service providers like 3, Orange and Vodafone offer customers mobile TV content via 3G, Virgin Mobile was the first UK operator to offer consumers a digital broadcast TV service. However,  technology begind the service only enabled a limited number of TV channels, including BBC1, ITV1, Channel 4, E4 and ITN News.

Since then, the European Commission has since voiced its support for DVB-H technology, as favoured by the likes of Nokia and O2, which enables up to 16 channels. 

The bandwidth supporting the mobile TV content was supplied by BT Movio, which - due to its disappointing experience with Virgin - has since cancelled its deal with radio company GCap to provide spectrum for broadcasting TV content to mobile phones.

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