An advertising-supported news and entertainment video service from ITN has gone live on the 3 mobile network today.

Pre-roll and post-roll ads from Rhythm NewMedia will wrap around a range of new content from ITN On. The programming announced today includes "EPL, a run down of the hottest topics in football, Most Requested, a topical 5 minute programme covering everything from celebrity feuds to celebrity pets and Cocktails, a how-to guide to making your favourite cocktails." News, sports and business news is already available from ITN On through the 3 service.

"We’ve always been convinced that there’s a great opportunity for advertising on mobile," said ITN On managing director Nicholas Wheeler. "From trials, we’ve seen that ad funded content drives usage and we’re looking forward to working with Rhythm who have developed innovative technology to make ITN On one of the first companies to launch ad funded content on mobile in the UK."

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