VOD technology supplier On Demand Group has bought mobile TV and film service Mobix Interactive for $4.5 milllion (£2.76 million); earn-out terms will give Mobix another $12.5 million (£7.66 million) subject to “commercial achievements and profitability”. ODG, which was itself bought out by SeaChange International for around $13.4 million (£8.22 million) in September, has created VOD services for Virgin Media (NSDQ: VMED) and several others across Europe. It now plans to bring its VOD services to mobile users across EMEA and bring content from the likes of Universal and Warner Bros to both TV and mobile on-demand platforms simultaneously. As CEO Tony Kelly told us, the “content is exactly the same, so we see a lot of synergies.”

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Mobix already has content deals with O2, 3 and Orange in the UK and Vodacom in South Africa and ODG will be looking to increase that number using its proprietory integrated mobile ad platform Adrenaline as bait. So you could see certain TV shows being appearing on your Virgin Media VOD box at more or less the same time as it appears on your phone. ODG is also looking to offer broadband VOD services to the mobile operators who are increasingly offering DSL/broadband deals. The business of integrating Mobix with ODG’s European HQ in London will now get underway.