Virgin will drop its mobile TV service after less than a year, according to the Guardian.
BT and GCap are set to end their involvement with mobile phone operator's TV project after fewer than 10,000 mobile TV handsets were sold by the start of 2007.
Despite a £2.5 million advertising campaign that featured Pamela Anderson, the five-channel service failed to entice viewers.
Critics of the service blamed the lack of interest on the bulky handset that viewers needed to view the channels, and the absence of any bespoke programming.
Marketing director at mobile TV group ROK Entertainment, Bruce Renny, said: "Why pay a subscription fee to receive the same TV content on your mobile that you already get at home? Particularly when people don't watch TV on mobiles for more than a few minutes at a time.
LOl, well to be honest, it was pretty obvious the service would never be a success. Just like video calling, its a niche market, its a good idea in principle, but in reality, all people actually use their phones for is making voice calls and sending texts, along with the odd bit of photo taking, listening to MP3's and internet browsing.
A mobile television service will never be a main priority for mobile phone users I am afraid, people have got much better things to do then sit and watch television on a 2" screen. Digital Spy Report