MUMBAI: UK's first video mobile network - 3, today announced that it had signed a deal with Associated Press Television News (APTN), to provide celebrity entertainment videos to the growing mobile audience in the UK.

The new service, called Entertainment Now, is accessible via Today on 3, which is 3's live entertainment channel and is updated every Tuesday and Thursday with breaking showbiz news. The style of the show is quirky and irreverent, poking fun at the rich and famous, and of course, the infamous.

From Big Brother to the Mercury Music Awards, Venice Film Festival to the Mobo's, APTN Entertainment on 3 is there; up close and personal with the hottest stars. Now over 1.2 million customers on the 3 video mobile network can watch Entertainment Now on the move, informed an official release.

APTN director marketing Toby Hartwell said, "APTN is delighted to be working with 3, the UK's fastest growing mobile operator. Entertainment Now is a bespoke video mobile product that viewers are sure to find amusing and addictive. It's your inside edge to celebrity gossip and events."

3 marketing director Graeme Oxby said, "3 video mobile brings customers the very best in mobile entertainment. The new service from APTN joins an exciting range of entertainment options on 3 – customers can watch full-length music videos, Barclays Premiership action, play the latest games or watch comedy clips. Entertainment Now is a good addition to 3's portfolio."