Virgin Mobile is poised to launch a mobile phone video service, in a sign that television on mobiles has not been abandoned by networks despite a perceived lack of demand.
Virgin Mobile has experimented with TV mobile phones previously, most notably in the case of the Lobster handset which failed to find favour with the general public.
However, Graeme Oxby, Virgin Mobile's managing director has revealed that the network is persisting with the technology and will launch an on-demand service in months to come.
He told the Guardian: "We have done some [mobile video] so that we know it works and people like it, but actually getting to video on demand, which is more a world of pause, rewind and resume rather than just being able to download, is where it gets very interesting."
News of developments comes as Virgin Mobile is set to reveal its quarterly results, which show an impressive rise in take-up over the period.
Between April and June, the company added 50,000 new contract customers.
Phones currently available on Virgin Mobile contracts include the LG Cookie KP500 and the Samsung Tocco Lite.