A new service called FreeVideo has been launched by Vodafone Italia that will enable its 29 million subscribers to access local and branded video content [1] for free in return for receiving adverts from major brands.

Users with 3G-enabled handsets should be able to opt-in to watch free news, sport, comedy and music clips from media brands such as e-Class, Dorna and Digital Magics. However, the central ad-servers provided by Amobee will investigate the user's profile and contextual information and select a relevant 'pre-roll' video ad, followed by the video content and then a 'post-roll' ad.

According to Vodafone Italia, the launch of this FreeVideo service has needed the involvement of QuickPlay Media to manage the streamed video content and also enable the dynamic real-time stitching of ads provided by the Amobee platform and FreeVideo content.

For more on this story:
- read Mobile Europe [2]