Mobile operator 3 Italia has announced the launch of Italy’s 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: OnDemand, is fully managed and powered by On Demand Group (ODG), the three-screen enabler for premier content and operations brands.

The company says that TV: On Demand will establish a major competitive differentiation among mobile television services. Leveraging ODG’s numerous partner studios and programmer relationships and its mobile video technology platform, it will present a mobile viewing experience “that correlates to television and broadband PC viewing”.  It will offer a variety of top-rated television shows in various genres, enabling subscribers to extend their enjoyment of complete programs while they’re on the go. Features including playback, pause and resume of all programs at anytime.  

“This platform gives us the ability to offer true on-demand TV, bringing one of the most popular types of television to our mobile customers,” says Roberto Forte, mobile TV, portal & Value-added Services Director at 3 Italia. “The TV: On Demand service will allow our customers to watch their favourite programmes when and where they want to.”

ODG provides 3 Italia 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 company supplies telco, cable and mobile operators with movies, programmes and promotions in English, French, German, Greek, Italian, Turkish and Arabic.