In partnership with Arqiva (formerly NTL Broadcast) and Nokia, O2 launched in September 2005 one of Europe’s most comprehensive user trials of multi-channel TV to mobile handsets. The trial, held in Oxford, UK, is providing nearly 400 O2 customers in that area with access to 16 terrestrial and satellite TV channels covering music, sport, news, comedy, soaps, documentary, drama, cartoons and specialist channels, including interactive gaming and shopping.
It offers 24 hour, live access to BBC ONE, BBC TWO, BBC News 24, ITV 1, ITV 2, Channel 4, Five, British Eurosport, Cartoon Network, CNN, Discovery Channel, MTV, Shorts TV, Sky News, Sky Sports News and Sky Travel.
Interim results of the trial, unveiled in January 2006, revealed a high level of consumer interest. They showed that 83% of triallists are satisfied with the end-to-end service provided. In addition, 76% of triallists indicate that they would take up the service within 12 months.
The service is based on the new DVB-H (digital video broadcasting - handheld) transmission technology and works by beaming a signal to a digital TV receiver, which is attached to Nokia's 7710 smartphone, transforming it into a portable TV. DVB-H is ideally suited to sending high-quality, digital TV pictures from a single source to multiple users in a way that complements the one-to-one video streaming which is already possible via today's GPRS and 3G mobile data networks.
Additional research has shown that well over half of UK mobile users are very interested in watching their favourite TV programmes on their mobiles. This trial is giving a useful insight into how the new technology performs perform, and the company's intend to use that information to inform the broadcasters, mobile operators and Ofcom about the consumer appeal of the service. In addition, Telefónica O2 Germany GmbH & Co OHG introduced a DVB-H service in time for the 2006 football World Cup.
In October 2006, Telefónica O2 Ireland and Arqiva announced the first consumer trial of broadcast mobile TV in Ireland. Beginning in December 2006, the trial plans to include the live broadcast of the main Irish TV channels. Sky content and other TV channels will also be available.
O2 will be the first mobile operator in Ireland to trial broadcast mobile TV, commencing with an initial technology trial in December. From January 2007, the trial will be expanded to include four hundred O2 Ireland customers in the Greater Dublin area who will experience broadcast TV on their mobile phones for an 8 month period, allowing users to flick between TV channels on their mobile, just as they would do if watching TV at home. Arqiva will operate the broadcast technology for the trial.
