3 Italia, the Italian subsidiary of Hutchison Whampoa, will launch its 20-channel DVB-H mobile television service in June to coincide with the start of the World Cup.
The mobile operator has acquired live mobile TV rights in Italy to all 64 games from FIFA as part of a 50m-per-year budget 3 Italia has set aside for content.
The service, to be called La Tre, aims to reach 70% of the Italian population by the launch date. Two handsets will be offered to subscribers: LG's LGU900 and Samsung's Stealth.
The servicewhich will compete against Telecom Italia's own DVB-H offering, in partnership with Italian commercial broadcaster Mediasetis priced at between 15 and 30 per month. The plan is to add a further 10 channels to the service next year, rising to 40 channels in 2008.
Among the channels will be those from state broadcaster RAI, Mediaset and Sky Italia. Three channels will be operated by La Tre: two entertainment and one sport.
