ITN On Joins 3's Ad-funded Content Service

News and entertainment content to be offered for free to 3 subscribers on new ad-funded content channel

LONDON, UK, 16/04/2007 – ITN On, the UK’s leading supplier of news and entertainment content on mobile, and Rhythm NewMedia, the mobile advertising solutions provider, today announce 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.

For more information please contact John Nolan, ITN On: T +44 (0)20 7430 4216

About ITN On

ITN On is part of ITN, one of the world’s leading news and multimedia content companies. ITN On is the UK’s leading supplier of news and other video entertainment content to broadband, mobile phone and radio (IRN) platforms. ITN On pioneered video news on mobile in Europe, launching with 3 in 2003 and was the first UK company to create made-for-mobile news and weather channels. ITN On’s key business partners include, BT, Vodafone, 02, 3, Telegraph Group as well as established broadband operators Yahoo!, MSN, Orange, Microsoft and search engines Google and Blinkx TV. ITN On’s radio division IRN supplies news to over 270 commercial radio stations throughout the UK with a daily audience of 26 million.

About Rhythm NewMedia

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.

Rhythm is currently working with leading mobile operators, content providers and media agencies worldwide.

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

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, Sweden and soon Norway.

Three facts about 3:

– 3, a mobile media company, launched the UK’s first 3G network – 3 has over 3.9 million customers in the UK and over 14.7 million worldwide (March 2007 figures) – The 3 network offers national coverage for calls and texts, and over 90% population coverage for 3G services.

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

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