Telecoms operator du has teamed up with broadcaster MBC to enable mobile phone users to watch episodes of popular Arabic television shows on their handsets during Ramadan.
The special 'Mobi-sodes' will be condensed fourminute episodes of the likes of Tash Ma Tash, Baini Wo Bainak and Land of Prophets, which can be viewed via ondemand streaming.
Behind the scenes features and previews will also be available. The service is free, but users must have a 3G phone.
"3G is the future in mobile telephony and the potential of 3G value-added services is vast," said du Chief Executive Osman Sultan.
"Tying up with a network as big as MBC will strengthen our portfolio of 3G valueadded services.
"People want to have everything, everywhere. There is a convergence between the laptop, the PDA, the phone and the LCD television, so we must be innovative to adapt to these expectations." The link-up between du and MBC is the start of a long-term strategic alliance that both parties hope will expand their existing respective customer base.
"We will not be relying on this as a revenue stream and are not relying on this to increase our number of subscribers," said Sultan.
In the long-term, mobile television is expected to generate significant advertising revenues.
"Advertisers have shown interest and mobile TV will give them access to highly specific information about their audience," said Sam Barnett MBC Chief Operating Officer.
"It's difficult to know for certain how many people are watching conventional TV broadcasts, but with mobile TV we know not only how many viewers there are, but who they are and what their background is," he said.
By Matt Smith
© Emirates Today 2007