Customers on mobile network 3 are now able to receive free ITN-made news and entertainment video snippets on their mobiles in return for watching tailored adverts at the beginning and end of the clip.
ITN On has teamed up with advertising solutions provider Rhythm NewMedia to provide the content, which will have customers provide personal details such as age and gender to enable advertising to be tailored to the individual.
ITN already has a contract for paidfor headline news content with 3, but the new ad-funded service will offer football news service EPL and celebrity gossip programme Most Requested.
Nicholas Wheeler, managing director of 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."