Europe UK : ITN On, the UK’s leading supplier of news and entertainment content on mobile, and Rhythm NewMedia, the mobile advertising solutions provider, announced the launch of a range of new, free content services on 3’s recently announced ad funded mobile video service. ITN On’s content will be delivered to 3’s customers with personalised pre-roll and post roll advertising by Rhythm NewMedia’s ad targeting and management platform.

ITN On will provide 3 with a range of new content products for the ad funded video service. These will include EPL, a run down of the hottest topics in football, Most Requested, a topical 5 minute programme covering everything from celebrity feuds to celebrity pets and Cocktails, a how-to guide to making your favourite cocktails. ITN On already provides 3 with the latest UK, world, sports, showbiz and business news.

With these new products, ITN On becomes the latest supplier of ad funded content on the Planet 3 service with content across news, sports and entertainment genres. Rhythm’s AD sales team is now making 3’s ad funded advertising inventory available to media buying agencies and their brands.

Nicholas Wheeler, Managing Director ITN On said, “We’ve always been convinced that there’s a great opportunity for advertising on mobile. From trials, we’ve seen that ad funded content drives usage and we’re looking forward to working with Rhythm who have developed innovative technology to make ITN On one of the first companies to launch ad funded content on mobile in the UK.

John Penberthy-Smith, Marketing Director, 3, said: “The ad funded content service on 3 is the first of its type in the UK and the introduction of ITN On’s products will make the service even more compelling for our customers. We recognise that you can’t just force ads onto customers, you have to give them something valuable in return if you expect to get their attention. ITN On’s products provide a whole new stream of unique and compelling entertainment.”

“We are excited to work with ITN, which has a broad selection of award-winning content well suited for mobile video,” added Ujjal Kohli, CEO of Rhythm NewMedia.