UK mobile communications provider mmO2 has declared a first for mobile phone networks: a free-to-air video streaming channel funded entirely by advertising revenue.

In association with Warner Brothers and IPC magazines (a Time Warner company), mmO2 is launching the service in a bid to increase its customer offering and hopes to emulate the success of free-to-air TV platform Freeview.

Cross-media agency Unanimis is assisting with the venture and, according to director of mobile strategy Steve Clark "advertisements must not only be involving but also compliment the content in order to maximise viewer experience."

Data sourced from:; additional content by WARC staff