LONDON-Vodafone Group plc said it plans to launch eight new mobile TV channels including wireless versions of HBO, MTV and Twentieth Century Fox Television.
The new video content will be packaged with the operator’s existing Mobile TV offering in a number of Vodafone markets, including Germany, Italy, New Zealand, Spain and the United Kingdom, as well as four associate and partner networks in Europe and Australia. HBO programming will include re-purposed, full-length episodes of “Sex and the City,” “Curb Your Enthusiasm” and “Six Feet Under,” while Fox offerings will include clips and entire shows of “24.”
The programming will be available either as downloads or in streaming “loops.” The operator hopes familiar programming and star power lures users to tune into mobile TV-if only to watch a few minutes of an hour-long show.
“Consumers want well-known TV brands and channels,” the company said. “They like dipping in and out of television as it is an enjoyable way of filling free time.”
Other channels will feature soccer, extreme sports and fashion. Vodafone said it is rolling out the new offerings this month, and packaging and pricing will vary according to market.
“With a wide range of `good for TV’ handsets, an intuitive, easy-to-use global service and a portfolio of instantly recognizable television brands and programming, the launch of Mobile TV is a compelling proposition for our customers,” said Peter Bamford, Vodafone’s chief marketing officer.
