US : Strategy Analytics recently released, "Will DAB Kick-Start Mobile TV Adoption in the UK?" its latest end-user applications benchmark, which concludes that Virgin Mobile offers the best Mobile TV service available in the UK. This information is based upon a head-to-head user evaluation against Vodafone Live! 3G streaming TV offering.

Virgin DAB Mobile TV out-scored Vodafone Live! Mobile TV by 21 points, including a massive 49 point lead for perceived Network Performance. Vodafone Live! was previously rated `Best Mobile TV Service' in the UK, in Strategy Analytics end user benchmarks in June 2006.

"Users were impressed by the quality of the audiovisual experience offered by the Virgin service," according to Paul Brown, Wireless Analyst at Strategy Analytics. "Significantly, most users preferred the mainstream terrestrial programming available on the Virgin service, over the `premium' content offered by the Vodafone/BSkyB collaboration," added Brown.

Kevin Nolan, Director of the Advanced Wireless Laboratory, added, "With half of users who tested the DAB service saying that they would consider adopting Mobile TV based on this experience, the Virgin offering has clearly raised the bar in terms of providing compelling content and a superior technical performance."

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