O2 is testing a digital television service for mobile phones around Dublin, writes John Collins

Mobile phone company O2 has begun a trial of a mobile broadcast television service in the Dublin area which will see a range of channels delivered to specially equipped mobile phones.

Some 350 customers, who represent a demographic cross section of O2's subscriber base, are participating in the trial. It will run until the end of September, although the licence O2 received from ComReg allows it to broadcast until the end of January next year.

Channels currently available on the service are RTÉ 1, RTÉ 2, TV3, TG4, Sky News, Sky Sports, Setanta Sports, Discovery, the Cartoon Network and Sky Travel, as well as interactive music and games channels.

O2 commercial director Gerry McQuaid says the operator has struck its own deals with each of the channels and hopes to add stations from the BBC stable soon.

The trial is based on technology known as "digital video broadcasting - hand-held" (DVB-H), which is distinctly different from providing video to mobiles using the 3G network.

A different network of masts and transmitters is required, and it is much more suitable for broadcasting video to a large base of users. In contrast, 3G video services are more suited to video on demand rather than live television, because performance degrades the more people try to access the service.

O2 carried out a similar trial in Britain last year and 72 per cent of participants in the trial said they would take up the service if it was commercially available.

McQuaid says the trial here will provide feedback on issues such as pricing, but it is likely that any commercial service will charge a monthly subscription regardless of the amount of programming watched.

While the N92 phone on which the service will run is bulky, it is extremely small compared to previous generations of mobile televisions. It has a battery life of about 3½ hours for viewing television and is relatively straightforward to use.

Anyone using the phone who is already familiar with the digital television services available in Irish homes, will be quickly channel surfing, setting reminders and enjoying the interactive features available through the phone's electronic programme guide.

In common with large LCD screens, the phone's 2.8in display is not perfect for viewing live sports as it suffers slight picture lag. There is also a small delay when switching channels, although O2 says it will work with its broadcast partner Arqiva (formerly NTL Networks) to eradicate this.

Small on-screen text such as the score in football matches can also be tricky to view, although streaming news tickers and the other information that news stations love to crowd their screens with is surprisingly readable.

The 16 million-colour screen looks vibrant and can be viewed comfortably in a variety of lighting conditions, including direct sunlight.

During the trial, all channels are being broadcast in stereo. The sound through the N92's built-in speakers is acceptable, but a more immersive experience is achieved using the supplied headphones.

DVB-H is related to but distinct from the technology being used for the Department of Communications's digital terrestrial television service, which is currently being tested in 500 homes in counties Dublin, Meath and Louth.

While broadcast sites could be shared with the Government-backed service, O2 would need to erect its own masts.

The operator says it will examine a site-sharing arrangement should it decide to proceed with a commercial service.

DVB-H also raises the issue that, while mobile operators like O2 have a billing relationship with consumers and have experience marketing and supporting mobile technology, to date they have not been broadcasters.

In addition, given the large sums most of them paid for 3G licences, which have yet to be recouped, it is questionable whether their shareholders would want to finance the build- out of an expensive broadcast network.

McQuaid, however, says the trial is the first step in assessing consumer demand and the likely usage patterns for such a service.