Virgin Mobile TV goes dark in early 2008

Operating on the wrong standard for Europe is a deal killer for Virgin Mobile TV. Reports are circling about Virgin Mobile UK shutting down its Virgin Mobile TV service early next year. This is sad news for mobi TV as they just launched 10 months ago. But timing is everything-so is good marketing, partnerships and an accepted standard.

The Register reports platform provider BT Movio plans to cancel their contract with commercial radio provider GCap Media. They own the broadcast spectrum Virgin Mobile leverages for their service. Not good news for Virgin.

The spark that started this flame was that the European Commission decided to endorse DVB-H for the EU mobile TV standard. Not DVB-H-the standard used by Virgin Mobile TV. Adding to the sour grapes was a previous promotional failure. Virgin Mobile TV launched a £2.5 million promo that featured Pamela Anderson along with the Lobster 700TV. This was the mobile TV-enabled device provided with the service. This move didn't make a dent in that debt as they only sold 10,000 handsets in a 3 month period during that promo. Ok-so people didn't care that much about Hollywood diva Pamela Anderson. Bad call from the marketing team-not mobile TV! Although Virgin Mobile plans to terminate the TV service in January 2008- partner BT Movio's contract will stay in effect with GCap Media until June 9, 2008.