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Blaze and O2 trial UK's first broadcast TV on mobile.(News)
Two UK companies are separately bidding to revolutionise the way music is exposed on TV by trialling the first true music broadcasts to mobile handsets.
Blaze, which was specifically created as part of the UK's first mobile phone television broadcast on DAB, is offering music videos from all of the major labels and the bigger independents on a trial basis as well as some original programming.
At the same time O2 is trialling broadcast TV to mobile phones, with 400 customers in Oxford receiving 16 channels, including MTV, to their Nokia handsets. O2'S service is based on Digital Video Broadcasting--Handheld (DVB-H) technology, which is similar to that used by the Freeview TV service.
Co-owned by Andy Cleary, Blaze's channel is funded by British Telecom Livetime, part of BT Wholesale, which owns the DAB TV space. Following the broadcast trials, Livetime plans to launch Europe's first commercial broadcast TV to mobile service in the first half of 2006.
"Based on the insight from the pilots, this will change viewing patterns for TV," says BT Livetime chief commercial officer Emma Lloyd. "It's not being done at the same time as you would watch TV, it's adding more minutes to the time you watch TV."
"Based on all ...
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