While many rave about the cut ‘n paste and landscape keyboard functionality, UK public service broadcaster Channel 4 is thinking bigger. It’s setting aside a portion of its £50 million 4iP online development fund specifically for iPhone 3.0 SDK developers who want to create public-spirited apps serving needs in health, welfare and so on.

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Inspired by the LifeScan diabetes data app previewed at last week’s 3.0 unveiling, 4iP digital commissioner Daniel Heaf, in his blog, wrote that the features wireless gaming and micropayments features in the new software could help the broadcaster invest in “‘good-for-you games’ - games that can change how we live and understand real world problems”...

So Heaf says 4iP (4 Innovation for the Public) is allocating up to £100,000 ($145,760) for investments in UK-designed apps that specifically leverage iPhone 3.0 features. It will give up to £30,000 ($43,730) per app and is hoping developers will propose games or apps that provide interfaces to physical equipment, with a particular bent toward Channel 4’s public purpose. Closing date is April 16.