This month, Virgin Mobile and BT Livetime will be conducting the first trials into delivering digital television to mobile phone handsets.
The four-month pilot will take place in the M25 area and if successful will be rolled out across the country. The signal will be transferred using the DAB digital radio network, and programming choices include Sky Sports News, Sky News and Blaze, a new music channel designed specifically for mobile television.
"This exciting new technology is a landmark in television broadcasting. It marks the coming together of the 21st century's two most popular technologies - television and mobile phones," said Graeme Hutchinson, sales and marketing director at Virgin Mobile.
"People don't just want to watch TV when they are at home; now they can watch it any time, any place, any where."
But analysts have criticised the methods used to deliver the service, saying it is motivated more by business needs than technical excellence.
"DAB is not the favourite technology choice of European operators," said Dario Betti, analyst at Ovum.
"Most others are busy testing DVB-H, an offshoot of the digital television standard. BT had to move quickly and offer a business case for DAB services."
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