China's official media outlet CCTV has formally launched a mobile phone television service in cooperation with China Mobile (CHA) and China Unicom (CHU), the two major mobile service operators in the country.

CCTV and China Unicom say that they will work together on wireless new media, including mobile phone television, and enter a strategic partnership in reporting and broadcasting the 2008 Beijing Olympic Games. According to their agreement, China Unicom will be responsible for providing all the necessary network equipment, service platform, user services, marketing channels and technical support, and CCTV shall be in charge of content creation, management and review.

With CCTV's new mobile phone television service, users are able to watch the matches live with their mobile phones, by ordering on demand or downloading them to their devices.

China Mobile's detailed role in this relationship has not yet been announced.