UK operator 3 UK has got its ad-supported mobile video service back on track, and has appointed 4th Screen and Mobix Interactive to run the service. The two companies replace ad-funded mobile video provider Rhythm New Media, which abandoned the UK market in August to concentrate on the US. Mobile ad agency 4th Screen Advertising will handle pre-roll ad sales, while platform provider Mobix will deliver the ads and provide measurement tools, as well as managing content partners. The videos are launching later this year, with a mix of free and paid content. Pricing will depend on length and type and the most expensive will cost up to £0.50 ($0.81). The service will start off with news, weather and movie reviews, with comedy, music and cartoon content to be added at later. The ad-funded videos will sit alongside 3
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