Rok Goes Free TV?

There’s a new mobile TV service, FreeBe TV, which claims to be “the worlds first free mass-market 2.5G GPRS multi-channel mobile TV service”. It’s asking bands and independent record labels to submit their music videos for inclusion on the You-Made-It channel (assumedly for free) and the service offers a number of channels free… it “has already received more than 100,000 hits on it’s website and more than 2,500 people are now enjoying free mobile TV worldwide”…except for data charges, of course. That’s all fine and well (although as a wordsmith I object to the creation of the verb “viralling”) but there’s no indication of the business case behind this. It could be ad-supported, but that’s not mentioned anywhere. The service is run by Rok Entertainment, which has been doing a lot of things in mobile TV recently, seemingly anything it can wedge itself into.