MUMBAI: Vodafone UK has announced the launch of its global Mobile TV channels featuring international TV brands, pan-European sports coverage and leading entertainment and documentary programmes. Vodafone's global Mobile TV channels will be widely available across Vodafone markets from this month.

According to an official release, the Mobile TV will consist of a variety of formats, highlights of which include shows such as Sex and the City and Six Feet Under from HBO, seasons 1-4 of 24 from Twentieth Century Fox Television, the UEFA Champions League and programming from channels such as MTV and Discovery.

"With a wide range of 'good for TV' handsets, an intuitive, easy to use service and a portfolio of instantly recognisable television brands and programming, the launch of global Mobile TV is a compelling proposition for our customers", says Chief Marketing Officer at Vodafone, Peter Bamford. "Attracting world class content providers, such as Twentieth Century Fox Television and HBO, ensures the premium quality of this product and underpins our confidence in its widespread adoption."

Research conducted by Vodafone clearly demonstrates watching Mobile TV on the move complements television viewing habits at home, indicating likely high consumer demand for this product. The findings include: consumers want well-known TV brands and channels, they like dipping in and out of television as it is an enjoyable way of filling free time, and thus Mobile TV appeals to people's spontaneity, the release states.