Bell Mobility has debuted a mobile content service providing access to breaking news and events, sports and entertainment.

Mobile TV and video service provider QuickPlay Media is powering live and on-demand services for the Canadian carrier on many of its video-enabled devices, including the new BlackBerry Storm smartphone. The new audio and video entertainment offering is accessible via Bell's integrated media player and marks the first time QuickPlay has powered a large-scale live mobile TV service.

"QuickPlay provides a complete solution that makes it easy and efficient for Bell Mobility to provide their customers with a high-quality, fully integrated live and on-demand mobile media service, which is available on all of Bell's most popular video-enabled devices," said Tina Kaichis, director of marketing communications and channel marketing for QuickPlay Media, Toronto, Ontario, Canada.

Live and on-demand content offered as part of the Bell service is accessible to subscribers with video-enabled phones such as Research In Motion's BlackBerry Storm.

The newest addition to Bell's line up of 3G smartphones, the BlackBerry Storm features a 3.25-inch touchscreen.

QuickPlay Media is a provider of mobile video services for companies offering video and TV services over broadband wireless networks.

The company helps wireless carriers and media companies manage, distribute and monetize mobile TV and video worldwide.

QuickPlay supports all types of mobile advertising including banner, SMS, pre-roll video, in-stream and post-roll.

"Our partners work directly with advertising agencies to source the ads and provide ad server capabilities and we power the live and on-demand video and provide dynamic real-time ad insertion, as well as comprehensive reporting on key advertising performance metrics," Ms. Kaichis said.

Last year QuickPlay Media partnered with Amobee Media Systems to power Vodafone Italy's FreeVideo service trial.

That trial gave Vodafone Italy 3G users free access to a wide range of local and branded video content.

However, the Bell service is subscription-based, so there is no associated advertising.

The carrier will handle all marketing efforts.

"QuickPlay's solutions for mobile operators are white label, so as a result, all end-consumer marketing is done directly by our customers," Ms. Kaichis said. "Typically, mobile operators promote mobile media services via in-store promotion and on their Web sites.

"They also frequently offer pricing options such as standalone subscription or as part of attractive bundles," she said.

"For example, Bell offers the live and on-demand services via a number of monthly subscription pricing options including an attractively priced media pack, which includes a selection of their most popular TV, clips and radio and as part of their Fun 20 bundle, which in turn includes a number of popular services and all of the services of the media pack."