Channel 4 has finally gone the whole hog and is broadcasting its shows live on Virgin Mobile TV.

When Virgin Mobile TV went live in October, Channel 4 only broadcast Short Cuts, a “made for mobile” channel of programme highlights. Now, however, Virgin Mobile customers can watch their favourite TV programmes in full.

Except that some shows, especially US-produced ones, don't have the rights clearance to be broadcast on mobile TV.

Virgin Mobile TV can only be viewed on the Virgin Mobile Lobster 700TV phone, which is an unattractive and rather chunky mobile.

The channel line up now available includes BBC One, ITV1, Channel 4, ET, and ITN News; 50 DAB radio stations are also available on the handset.

The Lobster is free to customers with a monthly plan of more than £20 a month, otherwise it costs £100 with £25 free airtime and £25 free store vouchers. On pre-pay, the TV service is free for 3 months, then costs £5 a month.