BT is set to launch a TV service for mobile-phone operators later this year following the successful completion of trials in the London area.
Last summer, BT Wholesale hooked up with Virgin Mobile to beam TV programmes direct to handsets using the Digital Audio Broadcasting (DAB) network, enabling about a thousand people to access TV and music content on the move.
According to BT, the results from the trial have been "extremely positive" and demonstrate there is "clear consumer demand for broadcast digital TV and radio to mobile phones".
The telecoms giant is now talking with other mobile operators to see if they want to buy into BT's wholesale "Movio" service. The service was originally called "LiveTime".
According to BT, the pilot has revealed that punters are prepared to splash out up to £8 a month for the service - something that might prove tempting for mobile operators looking to increase revenue.
It also found that three-quarters of triallists would be prepared to pay for the service on their current network if it wasn't too pricey, while four in 10 would be prepared to switch networks to receive the service.
Emma Lloyd, head of BT Movio, said: "It is clear from the very positive feedback we have had from the pilot that BT Movio will be in high demand from mobile users and operators alike.
"We are in commercial discussions with mobile operators about launching a consumer service after the launch of the wholesale service later this year."
Yesterday, giant media outfit Sky announced it was giving punters access to Sky entertainment, sports, news and weather on the move. The launch of its Sky-by-mobile service comes in response to growing evidence of "consumers' desire to take control of their TV viewing and to access media content in different ways", it said.