Alessandro Floris, 3 Italia’s director of digital mobile TV said the introduction of its DVB-H service in June 2006 is a commercial success. Speaking at DVB World in Dublin he announced the service has attracted over 250,000 subscribers within a couple of months. “There is a market for mobile television,” he said.
3 Italia offers nine services for 29 euro a month; in addition there are three premium services, Big Brother-Italian style and two adult services. Most usage is outdoors (90%) and sports is the best watched programming. Peak viewing time is during lunch and just before dinner. Apart from 3G Telecom Italia also has a competing DVB-H service on air making Italy the only country in Europe with two competing mobile TV offers.