IF the impressive launch of LIME Mobile TV at the SportsMax Zone on Thursday is any indicator, maybe there will be a revolution in Jamaica’s telecommunications market.

LIME Jamaica put on a dazzling show in front of a packed room — some 300 guests — filled with corporate bigwigs, celebrities and ordinary Jamaicans.

Chairman of LIME Jamaica Chris Dehring called it a “historic moment”.

“Many of us here in Jamaica, remember exactly when TV changed from black and white to colour. We also remember exactly when LIME introduced mobile phones to Jamaica. The merger of these two technologies will also now be forever remembered as a seminal moment — when a mobile phone truly became more than just a phone,” Dehring said at the James Bond-themed launch, which included a short film featuring Better Mus’ Come actor Everaldo Creary, a performance by Shaggy and Alaine, and a cameo appearance by Mavado.

LIME Mobile TV, which will be available as of tomorrow, offers a range of options for viewing including sports, movies, music, children’s and religious programming. Among the list of channels that will be initially available are CNN, ESPN, Sportsmax, NBC, Hype TV and the Cartoon Channel. More channels, including Pay-Per-View, will be available in coming weeks, the firm said.

LIME Jamaica managing director, Gary Sinclair said customers who sign up for the basic package — a seven-day prepaid package costing J$250 — will get 200 minutes talk time in addition to the digital quality television service free for a limited time.

“Now if that isn’t value delivered, I don’t know what is,” said Sinclair.

LIME’s regional vice president, corporate communications, Errol K Miller said the company would make an announcement as to the promotion period and the cost of the mobile device, the Nokia N77, come tomorrow.

“We are still working out the price point,” explained Miller at the launch.

The question at the tip of everyone’s tongues now is whether the product will live up to the hype.

Said a confident Dehring: “LIME Mobile TV provides the ultimate solution. It’s a natural twinning of two of the most ubiquitous technologies in the world, and it’s going to change the way people live and plan their time. They are going to have more flexibility as they no longer have to stay home to avoid missing their favourite programme on TV. And if the feedback we have had since we announced in August that Mobile TV would be launched by Christmas is anything do go by, then it is obvious that customers can hardly wait for it to be available.”

LIME — formerly Cable & Wireless Jamaica — has lost a significant share of the telecommunications market in Jamaica since its monopoly was broken in 2001 with the emergence of rival Digicel. LIME Jamaica suffered losses of $3.4 billion last financial year. But company directors are anticipating an improvement in the firm’s performance over the current financial year behind a very aggressive network expansion for both Internet and mobile segments and a more ‘uptempo’ marketing programme.