Three months after launching what it claims to be the first mobile TV subscription video-on-demand (SVOD) service in the UK, mobile operator 3, supported by the On Demand Group, have added the WarnerTV branded service to its portfolio.

The service gives subscribers on-demand access to entire episodes of hit television shows from Warner Bros. Entertainment. The content deal with Mobix Interactive, now part of On Demand Group, a SeaChange International subsidiary, marks the UK debut of the branded service on an SVOD mobile platform. The service works on Mobix Adrenalin technology that is designed to ensure that subscribers on any 3 handset can enjoy the new personalised functionality, including play, pause and resume of all programs at anytime.

Under the terms of the deal with On Demand Group, WarnerTV will offer hundreds of television series episodes each year to subscribers to the 3 network in the UK. Programming available on WarnerTV will include comedies such as "Two and a Half Men," "The Big Bang Theory" and "Friends," as well as one-hour series "The Mentalist," "The Closer," "Gossip Girl," "Fringe," "Chuck" and "Supernatural."

The SVOD service is fully managed and powered by On Demand Group, the three-screen enabler for premier content and operations brands. 3's TV on Demand is claimed to fulfill the industry's anytime, anywhere personal TV vision to provide the most desired programs to any handset with complete on-demand control.

Commented, Tony Kelly, CEO of On Demand Group, "The introduction of subscription video-on-demand with full length programming to the mobile environment heralds a new era in the growth of mobile video. Our experience shows that penetration and viewing rates are enhanced by subscription on demand services, and Adrenalin's capability to deliver this new experience fits with the convergence strategies of our customers and consumers' increasing desire for multi-screen access and on-demand viewing."