As of today, 3 customers will be able to watch free music videos of artists signed to labels under the Sony BMG umbrella, following a deal with the music giant.
In theory videos featuring the likes of Bob Dylan, Alicia Keys and Santana, ought to be available for on demand mobile viewing; videos will be listed on 3’s music portal, and will come with adverts of up to 20 seconds before and after each song. Ads are targeted according to the age and gender of the customer, and no doubt their tastes in music.
According to 3’s head of portal advertising Neil Andrews, the UK’s leading 3G provider is the biggest retailer of digital media after iTunes; “The time is right for this type of business model,” said Neil Andrews, the head of portal advertising for 3; Even one year ago there were concerns in the industry about whether this type of advertising would perform. But when we sell enough [advertising] inventory, we need to generate more impressions so need compelling content to do that.”
According to a report in today’s Guardian, 1.4 million of 3’s 4 million customers regularly use the mobile video services. The service is an extension of the platform provided by Rhythm Media, with whom 3 launched their ad-funded mobile video service in March last year.



