The first major trial in the UK of real broadcast mobile television (carried out by BT and Virgin Mobile among 1,000 users) has apparently uncovered that users are more interested in listening to digital radio through their handsets than they are in television services. Seemingly, users are only willing to pay about £5 a month to be able to watch TV on their mobiles.
"I would characterise it as radio [being] even more attractive than TV in the trial," said Emma Lloyd, managing director of BT's Movio business, which plans to offer a wholesale TV service to mobile phone companies from this summer. "We will be able to piggy-back on the attractiveness of digital radio and I don't think that is a negative thing; I see it as a positive thing because the UK leads the world in digital radio."