3 Wins at the World Cup

David Murphy

Mobile network 3 says that the 2006 FIFA World Cup triggered a massive surge in the uptake of Mobile TV, with 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 of 3s 3.5 million customers could tune in to watch the coverage for free, which helped boost average weekly TV viewings during the World Cup period to more than 740,000.
3s 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. 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.
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 says 3 Marketing Director Graeme Oxby. We hope that the success of 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. 3s Pilot Pitch initiative has tasked TV production companies with devising a ground-breaking concept for a mobile audience, offering a prize of up to 50,000 to fund the pilot, with an option to commission the show.