SUBtv, new media channel that broadcasts into 90 universities in the U.K., is conducting bluetooth marketing trials across its network, reports NetImperative. SUBtv said more than 25 percent of students have opted in to accept commercial messages on their bluetooth-enabled mobiles, after seeing a promotion of the offer on the SUBtv screens. The company is planning more pilots in the coming academic year, with a view to setting up a permanent network.