ITN's 24/7 news channel (Independent Television News), a major international content and news provider, is going to be added to the channel line up of the recently launched Virgin Mobile TV service. The future mobile news channel will be responsible for the home, international, entertainment and sport news for mobile phones which will be shown to the customers of the Virgin TV service.

This technology is accessible to the Virgin Mobile users with the help of its Lobster 700TV device that currently is offering five channels: E4, ITV1, Channel 4, BBC1, plus the new addition ITN News and it also provides support for a number of 50 DAB radio stations.

Nicholas Wheeler, managing director of ITN ON, the multimedia subdivision of ITN News that offers the mobile news content to the company's customers, has declared, after the signing of the deal with BT that has brought the news channel on the Virgin Mobile network, that "ITN On focuses on producing content for mobile phones. We see the BT Movio wholesale mobile broadcast entertainment service as a key part of the future of mobile broadcasting in the UK and therefore our inclusion on the platform is of strategic importance."

The TV service is free for the customers that sign a phone contract of 25 £ with Virgin Mobile, during its duration, but it can also be purchased using pre-pay for a sum of 199 £, this giving the customer free TV service for the initial three months that are followed by a charge of 5 £ per month.