Virgin mobile effort fizzles

British Telecom nixes unit

Blighty’s fledgling mobile TV sector is faltering following British Telecom’s decision to ax Virgin Mobile’s mobile TV operation less than a year after launch.

Death is due to lack of interest — less than 10,000 people signed up despite a $5 million marketing campaign featuring ex-“Baywatch” star Pamela Anderson.

Failure is blamed partly on the fact that the service only had five channels viewed on a clunky handset, nicknamed the lobster, which lacked the designer cred craved by young, style-conscious U.K. cell phone users,

Meanwhile, the European Commission is encouraging a competing mobile TV technology capable of offering a wider variety of stations.

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