Orange Offers New Video Clips Service with Rhythm

July 7 , 2008

Orange has launched a new video magazine service called Zap! that will feature celebrity, lifestyle, news and entertainment clips from broadcasters such as ITV, Sky, BBC Worldwide and ITN.

The advertisement-based service, launched on Orange World, will enable customers to view the clips for free, provided they watch advertisements before viewing the videos. Customers with a video-enabled 2G or 3G handset on both Pay As You Go and Pay Monthly contracts can use the facility.

Steve Wallage, head of partnerships services at Orange UK, said: "It's fantastic to be able to offer our customers video entertainment for free, while offering advertisers a unique opportunity to interact with a captive audience. Orange has already seen success in ad-funded trials, and offering video services to our entire customer base is quite a step."

Clips will be updated twice a day while Zap! will be refreshed throughout the day, to ensure there is something new to view. The service will also be free to browse. The service has been developed and will be managed by IMP Media.

Advertisers can buy pre and post slots of the clips as well as companion banners that have been demographically targeted. The ads will be played only for a limited number of times per customer.

Mobile advertising company Rhythm NewMedia, which takes care of advertisements on the Orange portal, has signed up advertisers including Twentieth Century Fox, Wrigley's, Barclaycard, Cisco, Nissan, Paramount movies and Heat magazine for the Zap! service.

Owen Hanks, senior director EMEA at Rhythm NewMedia, said: "We're confident that offering brand advertisers the ability to better target their consumers through dynamically targeted mobile video ads on the Orange service will be an enormous success for all parties."

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