Mobile 3G 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 SVOD service, called 'TV on Demand', is fully managed and powered by Mobix Interactive, now part of On Demand Group. 3's TV on Demand fulfils the industry's anytime, anywhere personal TV vision to provide programmes to any handset with complete on-demand control.

Subscribers will pay either £5 per month (E5.50) or £1.49 per day for unlimited access to all shows in the service.

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