www.three.co.uk

3, the UK's first video mobile network, shows the power of 3G mobile technology in driving trends in new media through its Big Brother TV service.

In the age of mobile lifestyles, people want to be entertained wherever they are. 3's Big Brother service shows that this trend extends not only to sport and music but also to reality TV. This service shows how 3G can extend peoples access to popular culture and entertainment in a new and more immediate way.

Never before have people been able to keep in touch with their favourite show so easily and access more related services than ever before. 3 offered Big Brother fans live action from the house 24 hours a day, video highlights, a trivia game, a weekly poll, competitions, eviction night tickets, wallpapers and ring-tones and even 3's very own video diary room.

3's customers viewed or downloaded Big Brother footage more than 450,000 times, with the most viewed clip from the hot tub, with thousands of accesses. Live streams into the house make up 90,000 hits on the 3 service.

Gareth Jones, COO of 3 UK, comments: "3 is leading the way in developing the exciting opportunities of 3G mobile technology. Mobile presents an incredible opportunity to extend content services, giving consumers easy access to more of their favourite entertainment. 3's Big Brother service shows our commitment to understanding what customers want from 3G and delivering on it. Our customers enjoy TV shows like Big Brother and with 3 they dont miss a thing."

TV but not as we know it
There is a growing demand for TV over mobile but not TV as we know it. 3's customers show an interesting trend in mobile TV consumption where customers are downloading pre-packaged, highlights of the show and watching live TV over mobile. Watching live or archive clips up to several minutes in length represents the vast majority of Big Brother TV on 3, supporting 3's view that TV over mobile will be similar to, but not the same as traditional TV consumption.

3's experience of 3G services and knowledge of consumer behaviour with over 3 million video mobile customers, shows that tailoring TV for mobile is key. Interactivity is an important element of this and 3's unique video diary room demonstrates that mobile is made for interaction. Thousands of videos have been left or watched by 3's customers, with 3's video diary room comments often predicting the outcome of the big night.