EMI and T-Mobile partner for ad-backed download trial

copyright brandrepublic.com
by Sarah Woods
published September 11th, 2006

LONDON - Record company EMI Music has joined up with mobile operator T-Mobile to trial ad-supported mobile videos covering news, entertainment and sports content. The new offering has started trials on T-Mobile's network and will give customers access to free video content with television-style advertising.

As part of the deal, T-Mobile customers will be presented with an electronic programme guide on their handset, which will offer a range of content choices from news, entertainment and sports.

Music videos from EMI UK artists, such as Lilly Allen, Gorillaz, The Kooks and Robbie Williams, will be packaged and streamed with specifically targeted ad.

Advertisers already signed up to take part in the trial include Coca-Cola Zero, General Motors, Gillette, Land Rover, Microsoft, Nike and Toyota.

FULL ARTICLE - http://www.brandrepublic.com/bulletins/digital/article/591988/emi-tmobile-partner-adbacked-download-trial/