Hutchison Whampoa’s Italian 3G operation, 3 Italia, this week began pilot transmissions of digital TV to mobile handsets, using the Digital Video Broadcast – Handset (DVB-H) standard.
The transmissions on its ‘Walk TV’ platform will initially be accessible by 500 trial customers, who will be able to view channels from state broadcaster RAI, Mediaset and Sky Italia.
From June, the services will be expanded to include 3 Italia’s own La3-branded channels, and World Cup football games, for which 3 Italia has bought the mobile broadcast rights.
3 Italia bought regional broadcaster Canale 7 last year, giving it a network that covers 40 per cent of the population and a license for the spectrum. Its own La3-branded channels will launch in June.
The LG U900 DVB-H capable handset will be sold by 3 Italia from May 15, while the Samsung P910 will go on sale soon after.
Meanwhile, rival operator Telecom Italia has signed up Samsung to deliver DVB-H terminals for its launch of mobile TV.
The Samsung SGH-P920 supports DVB-H, UMTS and offers multimedia functions including a 1.3 megapixel camera, music player, video recorder, video player, and Bluetooth.
Telecom Italia will also launch its mobile TV service in June. Non-exclusive agreements with Mediaset and Telecom Italia Media ensure programming from Canale 5, Retequattro, Italia Uno, LA7, MTV Italia, plus Serie A TIM and Champions League football matches.
Earlier this month, Vodafone Italia announced plans to step up development of its mobile terrestrial digital TV rollout, as competition in the market heats up.
The operator has partnered with Italian broadcast network, Mediaset, for the commercial deployment of mobile digital TV over DVB-H.
Vodafone expects to be able to launch commercial services by year end, making Italy the first country in Europe to offer mobile TV over DVB-H.
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