Robbie Williams video premieres on 3

Video mobile operator 3 has signed a deal with EMI which will see Robbie Williams's forthcoming Misunderstood video being offered to its UK 3G subscribers before it is premiered on TV or the internet.

Fans prepared to cough up £1.50 will be able either to stream or download the video straight to their mobiles, according to 3.

"This is the first time that a music video has ever been released to mobile phones before it has been shown anywhere else," said Graeme Oxby, marketing director at 3.

The move marks the latest in a series of digital content initiatives from the prolific artist, who has recently announced the release of his Greatest Hits album on memory-card format for mobile phones, which will be released in November.

Paul Fletcher, marketing manager at EMI Records, said: "As an artist, Robbie Williams has always been incredibly innovative in how he reaches his fans.

"This deal is a great example of EMI and Robbie embracing new technology to allow customers on 3 to view Misunderstood before anyone else in the world."

Doug Lucas, vice president of digital development and distribution at EMI Music, added: "This deal offers us another channel to deliver Robbie's music into the hands of his fans in addition to monetising content that has not been available before."

Misunderstood is the second single to be released from Robbie Williams's Greatest Hits album, which was released last Monday.

The video for Misunderstood, which features in the latest Bridget Jones film The Edge of Reason, includes clips from the forthcoming film.

EMI and 3 promised to release three more Robbie Williams videos for 3 handset owners to purchase next week.

The Radio video and behind-the-scenes footage of the making of Radio and Misunderstood will be available to purchase until 31 January 2005.