Mobile operator 3 has launched the first Mobile TV subscription video-on-demand (SVOD) service, giving subscribers on-demand access to entire episodes of hit TV shows. The service, called TV on Demand, is fully managed and powered by Mobix Interactive, now part of On Demand Group.
Leveraging Mobixs Adrenalin technology and numerous partner studios and programmer relationships, TV on Demand presents a mobile viewing experience that, says Mobix, correlates to television and broadband PC viewing.  It offers a variety of top-rated television shows, and Adrenalin technology means that users can play, pause and resume all programs at any time.
Subscribers will pay either 5 per month or 1.49 per day for unlimited access to all shows in the service. Full content details of the service will be launched shortly.
This platform gives us the ability to offer true on-demand TV, bringing one of the most popular types of Internet service to our mobile customers, says Charlotte Blanchard, Director of Products and Services at 3 UK. The TV on Demand service will allow our customers to watch their favourite programmes when and where they want to.
Mobix Interactive is now located in On Demand Groups recently launched London headquarters that provides 3 UK and other customers with access to an integrated suite of services and technologies, including the Adrenalin video delivery platform and the VZ content management platform, to develop and manage on-demand services to any consumer platform. The organization today supplies fixed-line, cable and mobile operators with movies, programmes and promotions in English, German, Greek, Turkish and Arabic.