China Mobile has teamed up with Shanghai Media Group, the only internet protocol television licensee in the country, to feed television content over mobile phones. The service will be delivered through China Mobile's 2.5-generation, GPRS-based data and multimedia platform, Monternet. It is understood the service could be launched by the end of this year. A China Mobile spokesman said the deal with Shanghai Media would allow the mobile giant to better serve customer needs. Shanghai Media officials were not available for comment yesterday, but mainland media reported the broadcasting giant would also partner with China Mobile to build the country's first 3G mobile platform for multimedia entertainment services. The agreement makes China Mobile the country's first mobile operator to offer an internet television service. It is also the second telecommunications operator after China Telecom to partner with Shanghai Media to offer internet television, a service that both fixed-line and mobile operators believe can offset declining per-minute voice charges. All the four listed telecommunications operators have said they would offer internet television services, but none is licensed by the State Administration of Radio, Film and Television. The partnerships with Shanghai Media have allowed both China Mobile and China Telecom to circumvent a regulatory minefield that is clouding the development of internet television in the country. Meanwhile, a source at China United Telecommunications Corp, the parent of Hong Kong-listed China Unicom, told the South China Morning Post it had no plans to match its rival on offering 2G mobile television. The source said the group would eventually offer internet television when it got a 3G licence and was studying various mobile television standards in preparation.