C4 pioneers free-to-view mobile video

Channel 4 is pioneering a new business model for mobile video services. Instead of charging mobile phone owners to access its entertainment content the broadcaster is providing it free-to-view.

As New Media Age reported, it's the first time a UK commercial broadcaster has adopted a free-supported-by-advertising model.

Consumer electronics giant Samsung is running an advertising campaign on Channel 4's mobile portal. New Media Age said C4 had charged 50p to access content via mobile.

Camilla Crabbe, business development manager at C4, told New Media Age the broadcaster was "looking at a number of different ways to bring mobile content to users free of charge".

In January Channel 4 CEO Andy Duncan said the broadcaster was abandoning interactive television services other than interactive advertising. "I have to say that I find broadband and mobile much more interesting. Red-button technology is starting to look increasingly clunky. It's not particularly important for Channel 4," he said.

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