A partnership between Rai and 3 Italia.

Rai and 3 Italia today announce the launch of a new Rai channel, available to all 3 customers.

This partnership has been agreed during a period of rapid expansion within the Italian UMTS market: Rai's expertise in creating TV channels and products across a range of broadcasting platforms complements 3 Italia's position as a mobile media company.

The Programming

The channel, created by RaiNet for 3 Media, the division responsible for 3 Italia's editorial management and programming, is accessible only via 3 Italia's UMTS videophones. The channel will allow users to enjoy a variety of programmes without interruption from advertising breaks; it will provide users with a tailored schedule to meet their demands regardless of time or location.

Organised by theme and preferential viewing slots, the programming will include everything from entertainment, to talk shows, to science and technology and documentaries. In addition, it will broadcast three daily news updates at 8.00, 13.30 and 20.00, Rai's flagship evening programmes shown on RaiUno, RaiDue and Raitre, plus all their reality shows.

The pilot phase will launch today and will run until the 15th November 2005. The 24-hour programming will be divided into four blocks all consisting of six hours. The channel will screen new TV programmes between 6pm and midnight, and will then show the programmes on repeat in the three remaining blocks.

The full channel launch will take place on November 15th 2005 and will feature 16 hours of new TV programmes from 8am to midnight after which the programmes will run on repeat.

Popular TV series will be broadcast at different times to their airing on terrestrial TV, offering 3 customers a second chance to watch them.

How to access the channel

The new Rai channel is available by selecting the "Rai" icon from the "portal" on 3 videophones. A TV Guide will also be available to users showing them what is on air at that time and will provide a programme schedule for the forthcoming week.

Viewing the channel will cost €0.90 for every 5 minutes.