Orange has launched an ad-funded video content magazine, called ‘Zap’, on its Orange World portal.
The service offers free video clips to all contract and prepay customers with a video-enabled 2G or 3G handset, allowing them to access the clips in exchange for watching advertising before their chosen video.
Zap will feature celebrity, lifestyle, news and entertainment clips from broadcasters such as ITV, Sky, BBC Worldwide and ITN with clips updated twice daily.
It will also allow advertisers to buy mobile video pre and post roll spots, as well as companion banners that have been demographically targeted.
Mobile advertising company Rhythm NewMedia is selling and serving the advertisements on the Orange portal and has so far signed up advertisers such as Twentieth Century Fox, Paramount Movies, Barclaycard, Cisco, Nissan and Wrigley’s.
Orange head of partnership services Steve Wallage 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."