Orange UK has launched an ad-funded video magazine called Zap!
The service will run on Orange World and offer free video clips to customers with a video enabled 2G or 3G handset. The celebrity, lifestyle, news and entertainment clips can be viewed free in exchange for watching pre and post-roll ads. Broadcasters such as ITV, Sky, BBC Worldwide and ITN are supporting Zap! And clips include Little Britain to Soccer AM. The service will be updated twice daily.Zap! is being managed by IMP Media with the ads served by Rhythm NewMedia. Advertisers including Twentieth Century Fox, Wrigley’s, Barclaycard, Cisco, Nissan, Paramount movies and Heat magazine have already signed up.
Steve Wallage, head of partnerships and services at Orange UK, said: “It’s fantastic to be able to offer our customers video entertainment for free, while offering advertisers a unique opportunity to interact with a captive audience. Orange has already seen success in ad-funded trials, and offering video services to our entire customer base is quite a step.”
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