3UK has reportedly commissioned a 12-minute entertainment show to be produced by etv. That’s at least four times longer than the generally attention span of mobile users, normally reported as about three minutes, so it’s an interesting experiment. The experiment will go for three months to determine whether it attracts new customers and provides a viable vehicle for advertisers. The program — called Today — will air twice a day, be free to 3’s customers, and offer “news, reviews, competitions, music and football clips from partner brands”…the partner brands being Warner, Universal, the Premier League and ITN. This is different to other mobile TV/video efforts out there, so it’s worth keeping an eye on… (via Picturephoning)
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