3 prepares mobile music video service

Mobile firm 3 is to kick off a new mobile video jukebox, offering streamed music videos direct to customers' handsets.

In a deal with entertainment giant BMG, 3 has secured full-length videos from artists such as Christina Aguilera, Dido, Outkast, Britney Spears, Justin Timberlake and Will Young for customers to download, some four to six weeks in advance of release dates.

For £1.50, customers can either stream their chosen video with the QuickPlay feature, which will play it only once, or for the same money download the video to their handset and play it as much as they choose.

Alternatively, an Unlimited Entertainment Add-On will be available for £10 per month, which will allow customers to enjoy unlimited access to 3's music and entertainment service over the course of a month.

Currently the list of available videos stands at over 40, but 3 plans to add five new releases each week. The most popular videos will be presented in a chart, updated weekly.

The British Phonographic Industry (BPI) has welcomed 3's mobile video jukebox service.

In a statement, BPI chairman Peter Jamieson said: "This service typifies what you might call the Martini approach to music distribution: the industry is committed to making music available any time, any place, anywhere the music fan wants to listen to it."

Tim Bowen, chairman of BMG UK & Ireland, said in a statement: "3's new technology develops from ring tones by giving a brand new must-have music application to consumers on the move."