EMI is offering free Robbie Williams, Lily Allen and Gorillaz music videos for T-Mobile UK customers as a part of a UK trial into ad-supported services. TV-style ads for brands including GM, Gillette, Coca-Cola and Nike will be embedded in the videos. The full service should be rolled out next year. EMI ran a similar trial in the US in April.
From the release: “The trial is being conducted in the UK, where T-Mobile customers will be presented with an electronic program guide (EPG) on their handset that will offer a range of content choices ranging from news, entertainment and sports from top-tier content providers.
This article originally appeared in MediaGuardian.