U.K. hosts largest ad-funded content trial

Mobile operator Orange has launched the U.K.'s largest ad-supported content trial, allowing 800,000 customers to download music to their mobiles for free. Orange customers will have the chance to download up to 500 tracks covering urban, pop, rock and dance from its mobile internet platform, Orange World. During the trial, which will last for three months, brands will be able to pay to have their advertising banners promoted as customers download music tracks. Mobile advertising company ScreenTonic is managing and delivering the ads for the trial, and has already signed up a number of advertisers to the trial including Paramount Pictures and Ford.

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