The recent event of Global Telecoms Business Innovation Awards 2010 has proclaimed a joint trophy to the video content provider, On Demand Group, and mobile network operator, Three, for their jointly put efforts in the launch of "TV on Demand" service.

It is believed that the service so developed is a mobile subscription video-on-demand (SVOD) service which is unique and first of its kind in Europe.

It proffers programs from HBO, Walt Disney and Warner Television to 3 million subscribers using virtually any 3G mobile phone, through the SeaChange Adrenalin™ mobile video system which itself is an admirable fete.

Neil Andrews, Three's Head of Media Sales and Content Services stated: "Our subscribers are tremendously enthusiastic about subscription packaging of the best video programming, to the point where we've seen views double in the six months since we launched."

That comes soon after a month that saw the On Demand Group clinch the deal with HBO just last month.