3 Italia teams up with On Demand for mobile TV service

3G mobile network operator 3 Italia has launched a mobile TV on-demand subscription service, in partnership with the On Demand Group. The ‘TV: On Demand’ package, which the companies claim is the first of its kind in Italy, offers a ‘true’ on-demand selection of TV programmes and other content available over 3G mobile devices. The service is managed by the On Demand Group, which has an existing similar relationship with 3’s sister cellco in the UK; earlier this week On Demand and South African mobile operator Vodacom also launched TV: On Demand, claiming a first for Africa.