MUMBAI: Lost in the UK and Desperate in Italy. Within a few days of each other, Buena Vista International Television (BVITV) and Walt Disney Internet Group (WDIG) have inked deals with UK's largest video mobile network '3' and Vodafone Italia for mobile offerings.

In the UK, a mobile audience of over 3.2 million will be able to watch show recaps and previews of the action from Lost, Channel 4’s top-rated series. The Lost deal was The Walt Disney Company’s first mobile video content agreement in Europe and was announced last Friday.

The deal with Vodafone Italia, which was announced yesterday was for mobile offerings from Desperate Housewives.

The deal with Vodafone Italia will bring previews, recaps, cast interviews, wallpapers and a ring-tone based on the show’s soundtrack to Vodafone live! subscribers. The show has been airing on Rai Due as Desperate Housewives—I Segreti di Wisteria Lane.

In India, Desperate Housewives airs on Star World and Lost airs on Star Movies.

"Desperate Housewives has already been a phenomenal success on TV screens in Italy and across the world, and we are delighted to be bringing the series’ video content to mobile for the first time. We feel the series has great potential on mobile, and will be working closely with potential international partners to realize this," said BVITV EMEA executive vice president and managing director Tom Toumazis.

Desperate Housewives - I Segreti DI Wisteria Lane, the Golden Globe and Emmy-winning hit TV series that has enthralled audiences worldwide arrives on Vodafone live! across Italy.

Available simultaneously with the TV show’s broadcast on Rai Due, Vodafone users will be able to enjoy previews, recaps, cast interviews, wallpapers and the unique soundtrack of their favorite series directly on their mobile.

Following a licensing agreement between Vodafone Italia, Buena Vista International Television and Walt Disney Internet Group, Desperate Housewives fans can stay ahead and tune into exclusive previews up to a week before the episode is aired via the Vodafone live! portal.

The agreement will also allow fans to catch up on any episodes the miss, as Vodafone live! users will be able to enjoy weekly recaps of the most significant moments from episodes previously aired on Rai Due.

In addition, interviews with the Desperate Housewives cast talking about their experiences on the series will be available on Vodafone live! in the next few weeks.

"Consumer interest in mobile content is growing at a tremendous pace, and especially more advanced content, they are seeing mobile is really a new entertainment platform. We’re pleased to be offering video and think Desperate Housewives video will be widely received," said Walt Disney Internet Group, Europe vice president and managing director Attila Gazdag.

The Vodafone live! portal will offer downloadable wallpapers of the Desperate Housewives cast including Marcia Cross, Teri Hatcher, Felicity Huffman, Eva Longoria, Nicollette Sheridan and Brenda Strong.

Finally, for fans that would like to personalise their mobile phone, the official Desperate Housewives ringtone, featuring the series soundtrack will also be available to download.

On the other hand, the Lost deal with '3’ includes two-three minute recaps of every episode, available for the length of the series, so fans can catch up on the plot at any stage, plus behind the scenes interview and previews of the next episode. Each clip will cost 50 pence.

Lost is the latest prime time series to be made available on 3, following Big Brother, Celebrity Big Brother, I’m a Celebrity and X factor.

3 marketing director Graeme Oxby said, "It’s compulsive, addictive television that gets people talking – it’s exactly the sort of TV our customers will watch. Every one of our 3.2 million customers has a TV in their pocket. This new service means our customers will never be behind the plot and can keep on top of the action, wherever they are."

Toumazis, on the other hand said, "Lost is BVITV’s fastest-ever selling, most successful TV series, having been licensed by us to 183 territories worldwide on TV – now being licensed for the first time on to mobile. We are sure that its ever-growing UK fanbase will ensure its success on mobile - the addictive, action-packed nature of the show lends itself particularly well to this format, as fans need to watch carefully to unravel the many mysteries within the show."

"Mobile is rapidly emerging as a new entertainment platform and already has tremendous reach. Our strong brands have translated extremely well to this new platform and we’re pleased to be offering video, especially of such a great show, to broaden our mobile offerings," added Gazdag.