Orange has launched a new advertisement-supported video mobile magazine service on Orange World - ‘Zap!' that will offer free video clips to all customers with a video enabled 2G or 3G handset on both Pay As You Go and Pay Monthly contracts.

The business model behind the service is based on allowing customers to access video clips for free in exchange for watching advertising before their chosen video. ‘Zap!' will feature celebrity, lifestyle, news and entertainment clips from broadcasters such as ITV, Sky, BBC Worldwide and ITN. Clips ranging from Little Britain to Soccer AM will be updated twice daily giving Orange customers a selection of entertainment on the go.

The ‘Zap!' video magazine service will allow advertisers to buy mobile video pre and post roll ad spots, as well as companion banners that have been demographically targeted which makes the experience far more relevant for the consumer. These ads will also only play a set number of times per customer.

Recent Orange research into ad-funded content has provided the justification for the launch. The research found that ad-funded services could offer new ways of reaching audiences and the potential to generate new business models within the industry as mobile media users are extremely favourable towards viewing ads in exchange for free content.

Zap!' will be refreshed throughout the day, to ensure there is always something new to view. As well as having no cost to view the videos, the ‘Zap!' service will also be free to browse.
The service is being managed by IMP Media who have worked with Orange to create a magazine style experience that is tailored over time to meet the individual viewer's interests.
Mobile advertising company Rhythm NewMedia is both selling and serving the advertisements on the Orange portal and has already signed up a number of advertisers including Twentieth Century Fox, Wrigley's, Barclaycard, Cisco, Nissan, Paramount movies and Heat magazine.