Mobile network 3 has revealed that it achieved 250,000 downloads of its clips from Celebrity Big Brother during the first week of the show. The clips are available free of charge to 3 customers. The only caveat is that they are preceded by a short (15-20 second) ad.
Channel 4 has made this business model work", 3 Director of Content Products, Peter Northing told delegates at todays Informa Telecoms & Media conference in Paris. We were up to 600,000 downloads as of yesterday, and I fully expect to break 1 million by the weekend.
Many people in the industry see ad-funded content as having a big part to play in the mobile marketing landscape of the future. Finnish company Blyk plans to launch in the UK as an MVNO (Mobile Virtual Network Operator) in the summer. The company will offer its customers free texts and talk-time in return for their agreement to have ads delivered to their handsets.