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3 Sees Fans Tune in to World Cup Mobile TV PDF Print E-mail
Wednesday, 12 July 2006

3, the mobile media company, today confirmed that the 2006 FIFA World Cup triggered a massive surge in the uptake of mobile TV. 3 saw over 3.6 million viewings of its World Cup based mobile programming, pushing mobile TV usage to an all time high up 61% on the month prior to the tournament.

3 created three dedicated World Cup mobile TV channels offering a wide range of content including extended match highlights of every game just five minutes after the final whistle, and Berlin or Bust, the worlds first made-for-mobile sport magazine show. All 3's 3.5 million customers could tune in to watch this unparalleled coverage for free, which helped boost average weekly TV viewings during the World Cup period to more than 740,000.

3's match highlights channel proved the most popular with the equivalent of a full capacity Arsenal stadium crowd tuning in daily to catch up on matches they missed or relive the action on 3. Berlin or Bust, which saw host Sam Delaney shoot the breeze with celebrity guests and pundits from Ally McCoist to Kate Lawler, was also a hit generating more than 630,000 viewings.

World Cup TV highlights:

1. England vs Trinidad & Tobago: Relief at last in England's late, late show
2. England Paraguay: England kick off their World Cup bid
3. England vs Equador: Fans relive David Beckham's legendary free kick
4. Italy vs France: Butt what was Zidane thinking
5. Spain vs Ukraine: Spain show what they're made of with 4 nil thrashing

Graeme Oxby, 3's Marketing Director said: "The 2006 FIFA World Cup has put mobile TV on the map, with the weekly viewing figures for World Cup TV peaking at over a million. We hope that the success our specially commissioned show, Berlin or Bust, will pave the way for new and innovative mobile TV formats to meet the needs of the growing mobile audience."

Following the success of World Cup TV, 3 is looking to the future and has issued a challenge to the broadcast industry to create compelling new TV content for mobiles. 3's Pilot Pitch has tasked TV production companies with devising a ground-breaking concept for a mobile audience, offering a prize of up to 50k to fund the pilot - with an option to commission the show.

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