ESPN's long-awaited cell phone service kicks off in the US on Super Bowl Sunday. Customers will get access to shows including "Pardon the Interruption," as well as breaking stories from ESPN News to fit the small mobile phone screen.
Video content will change throughout the day as stories develop, and highlights will be posted quickly when games are finished. And the service named "SportsCenter" looks set to be popular amongst the huge amounts of predominantly male sports fans.
And ESPN is just the latest company to dive into the increasingly popular market for MVNO's (companies that launch branded cellphone services but are not mobile operators - they rent the networks off the mobile operators.). Perhps the best known international MVNO is Virgin Mobile, who now has a highly profitable business with millions and millions of customers.
And the MVNO market could get even more interesting next year with the launch of new mobile TV broadcast networks designed to pump TV and movies out to the wireless masses.
And in Europe MVNO's are becoming more popular amongst leading brands such as Virgin and the Easy Group, amongst retailers such as Tesco and even airlines such as Ryanair.
And the US is following, with services to be launched this year from ESPN and Disney, from 7-Eleven and cable giant Comcast. But, if you're a sports fan it all starts on Sunday with ESPN. Go get 'em!
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