MUMBAI: Reliance Communications has partnered with UK based mobile marketing company, 3rd Space Services Limited, to launch advertising funded videos on its Reliance Mobile platform.

Under the agreement 3rd Space will supply mobile video content to Reliance Communications. It will also offer premium content such as Who Wants To Be A Millionaire, Bollywood songs and films alongside sporting content, available on every data enabled handset within the Reliance network.

Customers will have access to free content in exchange for watching an advert embedded within the video. Both companies will focus on bringing in Indian and international advertisers.

Reliance Communications head- value added services Krishna Durbha said, "Our tie-up with 3rd Space will be mutually beneficial. It will not only increase the viewership but also the revenue for both companies. Besides, the application offers an outstanding video quality hitherto not experienced by mobile users and will be accessible on every handset in our ecosystem. Our initiative will act as a launch pad for ad-funded videos in India with more exciting things to follow."

3rd Space CEO Warwick Hill added, "India is a very dynamic mobile marketplace with many companies creating innovation. 3rd Space, being one of the world’s leading mobile marketing companies, is well positioned to support Reliance’s innovative approach to mobile TV. We are extremely proud to have been selected by Reliance to assist them grow their Value Added Services business. We look forward to working with such a respected operator."