Mobile operator 3 has launched the first mobile TV subscription video-on-demand (SVOD) service, giving subscribers on-demand access to entire episodes of hit TV shows.

The breakthrough SVOD service, called ‘TV on Demand’, is fully managed and powered by Mobix Interactive, now part of On Demand Group, (a SeaChange International company, NASDAQ: SEAC), the three-screen enabler for premier content and operations brands. 3’s TV on Demand fulfills the industry’s anytime, anywhere personal TV vision to provide the most desired programs to any handset with complete on-demand control.

TV on Demand establishes a major competitive differentiation among mobile television services. Leveraging Mobix’s Adrenalin technology and numerous partner studios and programmer relationships, TV on Demand presents a mobile viewing experience that correlates to television and broadband PC viewing. It offers a variety of top-rated television shows (comedy, drama, etc.), enabling subscribers to extend their enjoyment of complete programs while they’re on the go, away from their TV and broadband connections. Adrenalin now ensures subscribers on any 3 handset can enjoy the new personalised functionality, including play, pause and resume of all programs at anytime.

Subscribers will pay either £5 per month or £1.49 per day for unlimited access to all shows in the service. Full content details of the service will be launched shortly.

Mobix Interactive is now located in On Demand Group’s recently launched London headquarters that provides 3 UK and other customers with access to an integrated suite of services and technologies, including the Adrenalin video delivery platform and the VZ content management platform, to develop and manage on-demand services to any consumer platform. The organization today supplies telco, cable and mobile operators with movies, programmes and promotions in English, German, Greek, Turkish and Arabic.   www.ondemand.co.uk.