Initially Vodafone and Orange 3G customers will be able to access an advertisement-free two-hour block of programming each day, linked by C4 idents and voiceovers.
The block, which will be looped over 24 hours, will have different content each day. As well as Supernanny and Brat Camp it will also feature Grand Designs, A Place in the Sun and It's Me or the Dog.
C4 will confirm terms with indies for each show it wants to broadcast on the mobile service. Revenue will then be shared between mobile operators, C4 and the production companies.
The C4 carriage deal is non-exclusive and allows other mobile operators to pick up the channel at a later date.
The service is the first stage of a planned series of 24-hour "made for mobile" channels, which C4 will soon start to commission original content for.
Andy Taylor, managing director of new media, said: "The aim is to find out what mobile consumers really want and this channel gives us an opportunity to do that 24/7."
The launch is not considered to point to streaming all of C4's content live to mobile phones because issues with the production companies over new media rights are yet to be resolved.
The news follows Sky's announcement this week that it was launching a mobile TV service for Vodafone customers. The 19-channel service includes 24-hour news, entertainment and documentary programmes with some channels broadcasting live.
No comments yet