3's UK customers won't have to pay data charges for the new mobile music video streaming service, powered by Rhythm NewMedia, because it is supported by short targeted video ads.
3 says that Rhythm NewMedia will sell and deliver a targeted and personalised video ad which will be played before the music video. The ads will be based on demographic information collected by 3.
Customers will be able to access Sony BMG's library of videos from 3's music homepage.
3 UK Head of On Portal Advertising, Neil Andrews said "We know that our customers want to receive high-quality content on their mobiles and that they're happy to view ads in order to receive it. This agreement with SONY BMG and Rhythm NewMedia enables us to meet that demand with some of the best music content around. We were the first to market with an ad-supported mobile video service and now we're building on that with the industry's first mobile music service."