T-Mobile, in collaboration with EMI Music, is to trial of ad-supported mobile video, effectively offering free mobile video content embedded with television-style advertising, provided by mobile ad firm Rhythm NewMedia.
The trial is taking place in the UK, with T-Mobile customers presented with an electronic program guide (EPG) on their handset that will offer a range of news, sport and etnertainment content. When a user selects a video from an EMI Music UK artist, that video is streamed with specifically targeted advertisements. Advertisers participating in this trial include Coca Cola Zero, General Motors, Gillette, Land Rover, Microsoft Mobile, Nike and Toyota.
No news of a specfic start date – more details as we get it.