SYDNEY: Australian media giant PBL and News Corporation's online juggernaut MySpace will go to head-to-head later this year when they launch their respective mobile content and advertising services.

PBL's package will be provided by the mobile arm of ninemsn, an interactive joint venture it formed with Microsoft in 1997, and which already delivers some of its content online.

Alongside a combination of TV and print material, it is expected that the new mobile venture will utilise a variety of different advertising tools.

Negotiations are also under way to find a host for MySpace Messaging, which will carry a range of rich media, and will also look to provide content such as video within its first six months.

Some of Google's online services are already available to 3G mobile users in Australia, while 3 and Vodafone have also recently increased their accessible content and cut prices.

It is predicted that there will be some six million 3G handsets in Australia by the end of 2007, and the country's first set of mobile phone advertising guidelines are also set to be completed in the next few weeks.

Data sourced from Sydney Morning Herald; additional content by WARC staff