BT arm to develop first broadcast network for Net-enabled mobiles

BT’s mobile Internet service provider Genie Internet is to develop the first broadcast entertainment network designed for Net-enabled wireless application protocol mobile phones.

The XY Network is being developed with independent radio and TV production company Somethin Else. Advertising will also be placed on the network.

The network aims to be like an interactive radio station and will have four different sections: XY Music, which features dance, pop and world music; XY Entertainment, which features reviews, entertainment and arts news; XY Books – a new and classic books channel; and XY Chill, which covers snippets of lifestyle information.

Users will be able to personalise the services which will be sent to their WAP phones.

Because the XY Network has been designed for WAP phones instead of being adopted from a website, the visual information has been configured to fit the screen on a WAP phone.

Audio content varies from soundbites to full-length music tracks to book readings.

A full audio service for WAP phones will be launched later this summer, but the content is also accessible through PCs on Genie Internet’s website and

BTCellnet has signed deals with a number of brands to supply WAP content, including, Excite and Guardian Unlimited.

BTCellnet launched Genie Internet in March 1999, and has 750,000 subscribers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here