NMS, in a statement, said Globe Telecom subscribers can now use their 3G capable phones to make a video call to a dial-in number and start their mobile TV experience.

Subscribers have six channels to choose from where they can watch live feeds of CNN, three local broadcast television channels, sporting events as well as made-for-mobile looped videos of news, cartoons and entertainment content, the company said.

"The Mobile TV on 3G solution puts us at the forefront of the mobile TV revolution. We look forward to putting TV in the hands of our subscribers," said Enril Magdato, business development manager for the Multimedia Business Group of Globe Telecom.

The 3G Mobile TV solution, deployed at Globe Telecom through a local NMS systems integration partner, does not require any software download and can be used in almost any 3G phone without configuration, enabling service providers like Globe Telecom to take advantage of the latest mobile multimedia technology.

"Mobile phones have transcended simple two-way conversation," said Jamie Warter, vice president of marketing, NMS Communications. "Mobile TV, whether broadcast or video on demand, is primed to deliver more revenue and happier customers. Globe Telecom is one of the pioneers fueling worldwide momentum."

NMS Communications’ technology is becoming a springboard for operators around the world launching mobile TV services. Service providers and operators, including RTL Group, Europe’s largest TV and radio broadcaster, and CSL, Hong Kong’s leading mobile operator, are capitalizing on growing customer demand for multimedia options by using NMS’s technology to grow revenues, attract new customers and increase existing customer loyalty.