Europe
UK : 3, the 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.
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
whilst 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 of the 64 matches
just 5 minutes after each match ends.
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.
Graeme Oxby, Marketing Director, 3 UK, said: “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 stats
from every game.
Berlin or Bust will be on air from the 9th June but check out the
trailer from 1st June.
