Virgin Mobile announced the launch of its new mobile TV service, Virgin Mobile TV, and confirmed the fact that it will be offering a selection of much-loved premium channels and programming to Virgin Mobile TV viewers, starting on October 1st, 2006.

Virgin Mobile TV will broadcast BBC One, ITV1, Channel 4 and E4, offering consumers a wide range of high-profile channels and TV programs. Customers who have a Virgin Mobile 'Tellyphone' will be able to watch their favorite TV programs and listen to DAB digital radio wherever they are.

The service, which is provided by BT's wholesale mobile broadcast entertainment service, BT Movio, will also broadcast DAB digital radio, offer 'red-button' interactivity and features an exclusive seven-day electronic program guide.

Virgin Mobile TV can be viewed on the Virgin Mobile Lobster 700 Mobile TV phone, which will be available from October. The new Virgin Mobile TV device will be supported with a multi-million pound advertising campaign, starring the world-famous actress Pamela Anderson. The ads will be seen on British TV for the first time on October 9th.

The Lobster 700 Mobile TV phone is the world's first DAB-IP-enabled handset, and was created by HTC. As well as offering TV and up to 50 DAB digital radio stations, the handset is also Virgin Mobile's first Windows-operated smartphone, offering Windows Mobile functionality and Windows Media Player. The device is the first in a series of mobile phones being developed to support the BT Movio service.