EMI, Rhythm Newmedia trial ad-supported music

EMI Music and mobile advertising company Rhythm Newmedia have teamed up to trial advertising-supported mobile video trials with mobile carriers in the U.S. EMI is the exclusive music video provider partner for the trial. The trial seems to be as simple as can be: Users select the content they'd like to download from an electronic programming guide and the video is streamed and packaged with targeted "television style" advertisements. The trials have launched and will continue until the fall of this year. As Verizon Wireless Chief Marketing Officer John Stratton said in February, as much as 25 percent to 30 percent of the $100 billion spent each year on brand advertising will find its way onto the mobile screen. Mobile music has an established business model for pay-per-download, but mobile video is in need of more of this. I'm rooting for the technology, but I'm not convinced it will work the same way as music subscription and pay-per-download services.

For more on EMI, Rhythm Newmedia's ad-supported music trials:
- see this press release