UK-based 3G operator 3 has announced the launch of an entertainment show backed by a number of media partners, including Warner, Universal, ITN and the Premier League. Each 'show' will be 12 minutes long, and feature news, reviews, competitions, music and footall clips from various partners. The clips are being produced by etv, and will be branded "Today on 3".

3 intends to evaluate the show over a three-month period to determine if it attracts new customers and whether, in the long-term advertisers, will be able to benefit from sponsorship and co-branding opportunities.

Today on 3 Live will play twice daily using three presenters, former Xfm and Pepsi Max Downloaded host Danann Breathnach, cable TV presenter Natalie Pinkham and Darren Malcolm, who has worked for Sky One and E4.

The show will be available free to 3's subscribers on its content portal. The firm claimed this was the first time that TV content of this sort has been commissioned by a mobile operator in the UK.