MUMBAI: Taking the next evolutionary step in mobile TV, Ericsson will showcase its enhanced program guide for mobile TV at the TV and broadcasting event MipTV/Milia.

The application integrates television and on-demand mobile television services in one location in one device.

In an official statement, using the solution, Ericsson will demonstrate how a wide range of TV and on-demand programs can be well structured and easily accessed in one location on the mobile.

The solution also allows users to easily access stored content for playback, making the mobile TV service even more attractive and personal.

The enhanced program guide feature provides mobile TV users with comprehensive information on each program, providing users with a rich TV experience.

Ericsson Mobility World VP Kurt Sillén says that personalization and ease-of-use are essential for mass-market uptake of the service.

"Adding on-demand TV to the program guide will stimulate consumption and bring new revenues to the whole mobile media industry," Sillén adds.

Ericsson Consumer and Enterprise Lab studies show that consumer interest in mobile TV is often based on situation and an attractive option for filling time.

With on-demand services, users can access recorded programs, yesterday's highlights and archived material whenever they please. Both TV and on-demand services are necessary to meet the requirements of mobile TV users.

The enhanced application will be commercially available as part of Ericsson's Mobile TV and Video solution in the fourth quarter of 2006, informs the release.

Ericsson provides operators with a true end-to-end solution that utilizes the WCDMA and GSM/EDGE mobile networks for commercial mobile TV and video services.

Today, existing 3G mobile technology enables service providers to launch high-quality and cost-efficient mobile TV services.

By the end of 2005, more than 40 operators had commercially launched mobile TV over mobile networks via unicast. As mobile TV becomes a mass-market service, mobile network broadcast technologies, such as MBMS (Multimedia Broadcast Multicast Services) will be added to mobile networks to further boost capacity.

Ericsson is shaping the future of Mobile and Broadband Internet communications through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world.