PCCW mobile announced it has become the world's first mobile provider to broadcast real-time TV over its 3G network, using Cell Multimedia Broadcast technology.

The service was demonstrated by PCCW Executive Director Alex Arena at a keynote address at the 2006 Broadband World Forum Asia, being held in Hong Kong.

PCCW will begin broadcasting programming from its IPTV service, now TV, to its 3G mobile trial customer base, using Cell Multimedia Broadcast technology. The technology, developed by Huawei Technologies, allows broadcasts of television programming to 3G phones.

The service is being progressively rolled out throughout Hong Kong, with deployment begun in Hong Kong's MTR underground railway system nearly complete. Deployment throughout Hong Kong will be completed by end-June, making mobile TV available to all 110,000 users on PCCW mobile's 3G trial.

"This is a significant innovation by PCCW, allowing us to leverage our extensive content line-up to more people, across more of our platforms, fixed and mobile," PCCW Executive Director Alex Arena said. "We are excited to bring this groundbreaking 3G technology to our customers - another world first for us."

Cell Multimedia Broadcast technology allows continuous broadcast feeds of TV programming over the 3G mobile network, reaching many more people simultaneously than other current 3G technologies. The technology is ideal for high density urban areas, including underground railways and other forms of public transport.

With broadcast technology, network capacity can support large numbers of concurrent users with minimal impact on the network loading, allowing for cost-effective delivery.

The service is easy to use, with one-click access on the mobile handset.

Initial program offers over the mobile network will include now TV's Cantonese-language Business News Channel and other news and sports content. Other entertainment and infotainment programming will be added in time.

Sports content from ESPN STAR Sports will be available in two weeks time, including ESPN's ever-popular SportsCenter news program. Sports event content from Sportev, including action, from next season's Barclays English Premier League (2006/07), will be available when the football season begins in August.

PCCW delivers high quality content to customers over several platforms: now TV, PCCW mobile, NGFL, Netvigator broadband and now.com.hk.

PCCW's now TV was the world's first commercially deployed IPTV network. Launched in August 2003, it is still the largest IPTV service in the world, with more than 550,000 customers, and representing more than 25 percent of homes.

The mobile TV service expands on the current 3G multi-media capabilities which include location based services, music video, full track and ringtone downloads, chatting and blogging services, local and international news, a full range of financial information and services such as stock quotes, investment tips from renowned investment commentators, interactive games, sports and betting services and a host of other lifestyle-related infotainment services.