Samsung is claiming a world first with its latest phone launch, the P960.

The 3G HSDPA mobile is said to be the world’s first DVB-H mobile TV phone that supports both of European mobile TV standards.

These are Digital Video Broadcast - Convergence of Broadcast and Mobile Service (DVB-CBMS), which has now been endorsed by European authorities, and Open Mobile Alliance Mobile Broadcast Service Enabler Suite (OMA-BCAST).

What this means for the punter is you can watch TV on the go on the P960's 2.6 inch QVGA TFT screen.

The Electronic Service Guide (ESG) provides an on-screen TV guide and there's also a Picture in Picture (PIP) facility that allows users to view two channels at once.

The time-shifting feature shifts TV program schedules when a show is interrupted by incoming calls.

And Samsung has teamed up with Bang & Olufsen to offer "a professional quality audio experience".

The phone's battery supports up to 5 hours of TV watching time.

And also worth a mention are the P960's FM radio tuner with RDS, 3 megapixel camera and music player - all in a 16.7mm thin body.