Live mobile phone television starts in Oxford next week.
O2 has been dishing out Nokia 7710s - the widescreener in the pic - to lucky trialists in the area. Unlike Orange's existing mobile TV service, this new offering features different channels, technology and - crucially - is broadcast live.
The channel line-up is far superior. Where Orange has CNN, Cartoon Network and Fashion TV, O2 is bringing the majority of the big terrestrial stations, including BBC One and Two, ITV, Channel 4, Five and BBC News 24.
All the channels are broadcast live to the phones via the mobile version of the digital TV format, DVB-H, and backed up by an Electronic Programme Guide.
The trial ends in six months, so - all being well - we could get a real, nationwide service next spring.
Orange hails mobile TV as a success
In other, trumpet-blowing news, Orange says it notched up 1.5 million 'viewing sessions' of mobile TV across Europe this August. Apparently the average punter watches 35 minutes a month.
Interestingly, Orange is also starting a DVB-H-based trial in France next month.