Virgin Mobile Fails To Turn U.K. Users On To Mobile TV; Fewer Than 10,000 Customers


Despite an aggressive GBP2.5 (US$4.9) million ad campaign featuring former Baywatch star Pamela Anderson, NTL’s Virgin Mobile — the first to market in the U.K. with a broadcast TV service to mobile phones — has failed to gain much traction, according to The Guardian. The paper quotes industry insiders as saying Virgin Mobile has signed up “significantly” fewer than 10,000 customers for its Virgin Mobile TV (VMTV) service. Virgin Mobile CEO Alan Gow didn’t give a figure but says mobile TV is in its infancy and that the availability of just one handset has so far hampered sales despite lowering handset prices and offering free TV or 90-day trials depending on payment method. Rivals contend the TV menu, five channels broadcast via BT using the digital radio spectrum, is too small. More details at our sister site

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