Orange goes ZAP, and launches its ad-supported video service

A video magazine, featuring clips from a range of well-known entertainment brands, has been launched by Orange UK. The new ZAP service will reside on the company's World portal and can be accessed by subscribers with video-enabled 2G or 3G handsets. The content is being provided by the major U.K. TV broadcasters including ITV, Sky, BBC Worldwide and ITN and will be free of charge, in exchange for watching advertising before the customer's chosen video.

Mobile ad outfit Rhythm NewMedia will be selling and serving the ads on the service, and has already signed up advertisers such as Twentieth Century Fox, Barclaycard, Cisco, Nissan and Paramount. Orange has already conducted a number of ad-supported video trials, but ZAP is the first to be offered for free across the company's U.K. network.

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