Television

3G operator in UK to launch mobile World Cup TV show

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MUMBAI: 3G, the UK-based mobile media company, is set to launch the first commissioned sports programming for Mobile TV. Berlin or Bust, which airs on 5 June, will be an irreverent and entertaining look at the tournament, providing fans with previews and reviews of every day's action throughout the year's most important event.

Fronted by presenter Sam Delaney and with a host of footy-loving celebrities on the guest list, from the Kaiser Chiefs to Ray Winstone, Berlin or Bust will be a riotous magazine show, in contrast to the BBC and ITV suited and booted studio commentary teams. Football legend Ray Wilkins will join Sam to analyse the day's play and news from the tournament, states an official release.

3 customers will be able to tune in to two daily editions of Berlin or Bust's flagship show, timed to ensure fans are kept entertained while on their way to watch games or on their way back from the pub.

The show will be available free to all 3 customers throughout the tournament. 3's World Cup related mobile TV programming also includes free 4-minute highlight packages of all 64 matches just five minutes after each match ends, adds the release.

The preview show does what it says on the tin - previewing what could happen during the day's matches, players to watch out for and refs that could prove tricky. The show will also include special reports from Ally McCoist "Man in Germany", reporting on the latest gossip from the England camp and updates on what is happening on the ground in Germany. Preview Show special features include:

* The Jock Report - 3's embittered Scottish correspondent gives his unashamedly biased and abusive assessment of the day's England news.
* Ref Watch - A potted biog of the referees of the day's key matches as the presenters pick holes in their performance so far.
* Face-Off - The worst pre-match painted faces and comedy hats.
* Journo-balls- Sam's pick of the strange stuff, outrageous predictions and general news from the morning's papers.
* Flashpoint - The two players in the game most likely to clash.
* Fan Updates - Video rants, messages, crazy celebrations; a round-up of the best amusing World Cup related content sent in by 3 customers.

Fans will be able to access further updates throughout the day until the Review Show airs after the final match with more features and frank opinions on the day's action. Features include:

* Seven Faces of Sven - A gallery of the seven separate facial expressions of the England manager as he manages the team in his last major tournament.
* The Furniture Store - A quick look at the World Cup tables to see who's on the up, who's struggling and who's already heading home.
* Ref Rant - The fans get their say about the refs of the day, with prizes for the best.
* Table top analysis - pub-style tactical analysis featuring pint pots and ashtrays as the key players.
* The Sub Plot - The hidden theme of the match, noticed by "the 3 sofa" whilst everyone else was focusing on the main action.

3G UK marketing director Graeme Oxby says, "This is the first World Cup since the launch of 3G and we expect to see a massive difference in the way fans keep up with the action when compared to 2002. 3 has been keeping football fans up-to-date for the last three seasons with Premiership highlights, match updates and news and now its time to take this expertise into the World's biggest sporting tournament. The launch of Berlin or Bust means that fans can now enjoy their best ever World Cup by making sure they are never out of touch with the action."

3's free World Cup content will also include match highlights made available following every game, five minutes after the final whistle. A new match centre application for the 2006 Fifa World Cup will also offer minute-by-minute text commentary and in-match statistics from every game.

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