EMI, T-Mobile Test Out Ad-Supported Mobile Video
London-based music imprint EMI has announced that it is working with T-Mobile and mobile advertising provider Rhythm NewMedia to create an ad-supported mobile video service. With the new service, UK mobile phone users will be able to watch entertainment, news, and music clips from EMI UK artists on their mobiles following an advertisement.
“We see mobile as the key emerging platform to address many of the shortcoming of traditional media today,” said Tony Kypreos, EVP of Business Development and Innovation for T-Mobile International. “The increased popularity and penetration on our customer base of rich media and internet applications allows us to make advertising even more attractive to brands wishing to reach a targeted audience.”
Tony Wadsworth, Chairman and CEO of EMI Music UK, added, “The advertising-supported model is currently generating a lot of interest, and we think we’ll learn more about what fans want from mobile music in this trial.”
Advertisements will be “specifically targeted” for the artist being selected by the consumer through an electronic program guide. Several of EMI UK’s artists are Robbie Williams, Lilly Allen, and Gorillaz, while advertising brands signing on for the new service include Microsoft, Coca Cola Zero, Nike, Land Rover, and General Motors.
The trial for the ad-funded mobile service comes shortly after EMI and Universal Music Group agreed to make some of their music catalogues available to the ad-funded Internet company Spiral Frog.
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