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News release

3 launches first ad-funded mobile content offering

3 partners with Rhythm New Media to increase range of free content available on Planet 3

7 March 2007

3, the mobile media company, today announces the launch of a new range of free-to-access content for customers on its Planet 3 portal. Working in partnership with Rhythm New Media, the new service will be supported by personalised advertising from major brands, meaning content that was previously paid for can now be viewed for free by customers.

The new ad-supported service will be available to 3's customers from April and represents the realisation of a new business model for the mobile content business. With the launch of ad-funded content 3 has significantly increased the range of video content available to customers for free. Video content been made available on the portal free includes a selection of news, comedy, celebrity gossip, animations and film. These services will continue to sit alongside existing premium entertainment and information services, such as full-length music tracks and mobile games.

Mobile advertising
3's ad-funded video content offering presents brands with a new opportunity to deliver targeted and personalised advertising to a hard-to-access demographic. Brand advertising clients that have confirmed for the launch of the service in April include Microsoft and Unilever.

Brands will be able to buy advertising space based on the demographics of the customer watching it. Before viewing the free content for the first time customers will be asked to submit basic demographic data (age and gender) which can be used by brands to target their advertising more effectively. In addition, the advertising can be frequency regulated, meaning that a brand can define how many times an individual sees a specific ad, preventing wasted impressions and removing the risk of advertising fatigue.

Rhythm NewMedia is responsible both for the sales of the advertising inventory created by the launch as well as for serving the ads on the service itself.

Graeme Oxby, Marketing Director at 3 UK, said:

"We're always looking at ways of bringing our customers great new content on the Planet 3 portal - things like our mobile games and music are already very popular and are generating millions of downloads. However, we also know that people want to browse around and watch stuff for free - by introducing advertising supported content we can massively increase the range of video clips available. Ad supported content is going to be an important part of the mobile world going forward."

Ujjal Kohli, CEO of Rhythm NewMedia, said:

"This launch offers advertisers an amazing new opportunity - the chance to deliver personalised advertising on mobile at an individual level. As well as selecting your target audience on demographic and content data, our ad-serving technology means you can decide what they see and how many times. For example, if you've got multiple ad treatments then we can let you control who sees which one, when and in what order."

- Ends -

About 3

3 is a mobile media company delivering a convergence of communications, entertainment and information to customers on the move.

The three areas which form the core of its business are:

  • Communications - including all forms of personal communications, voice and video calling; text, picture and video messaging; and mobile blogging
  • Entertainment - including television, music audio and video, computer games, and media publishing
  • Information services - including wireless web, access to the best of the internet and a range of news services
    The X-Series from 3 bridges all three areas.

3 UK is a member of the HWL group of 3G companies, which include 3G operations in Australia, Austria, Denmark, Hong Kong, Ireland, Israel, Italy, and Sweden.

Three facts about 3:

  • 3, a mobile media company, launched the UK's first 3G network
  • 3 has over 3.75 million customers in the UK and over 13.5 million worldwide (August 2006 figures)
  • The 3 network offers national coverage for calls and texts, and over 89% population coverage for 3G services.

For further information, please visit: or call the 3 Media Office on 020 7350 5696.

About Rhythm New Media

Rhythm is enabling ad-supported mobile content with a broad suite of mobile advertising solutions for operators. Rhythm's technology enables advertising that has broad reach, sharp targeting and precise frequency management. Rhythm automates key business processes and enables measurement and reporting to each member of the mobile advertising value chain. In addition, Rhythm sources content and sells advertising on behalf of operator customers.