The network's Italian sister company launched Europe's "rst commercial broadcast mobile TV in June of this year, acquiring more than 100,000 customers in six weeks, far exceeding its initial targets. Demand was driven by live broadcasts of World Cup matches on the service. The company hopes to have 500,000 customers for the service, which costs 29 per month for pay-as-you go subscribers in Italy or as an incremental top-up for bill-paying customers. ComReg have granted the trial licence for one year.

"3 Italia was "rst in Europe to launch broadcast TV over mobile, so as a Group we are already leading the development of this new technology, " said Robert Finnegan, 3's managing director.

The company believes Ireland's level of take-up of digital TV services in the home is higher than some other EU markets. The company was expected to announce media partners for the service in the near future. Customers on its existing 3G network have access to video downloads including content from Premiership matches and episodes of Father Ted.