Ericsson and the Norwegian Broadcasting Corporation (NRK) have launched a trial of personalized mobile TV advertising. The trial sees advertisers employ customized marketing with individual mobile TV viewers, with content provided by agency partner.

Volunteers will be able to access NRK's two TV channels and five of its radio channels. A made-for-mobile 24/7 TV program based on the popular Norwegian TV show På tråden (On the Line) will also be available during the trial. Customers can use their handsets to interact with the show's host via voting and chatting, and can contribute content by uploading photos and video clips.

Advertisements will be interactive, customized to ensure their relevance to individual users, and tailored to the user's age, gender, location and personal interests. Advertising content will also span an array of formats including videos, banners, ticker texts and branded downloadable content.

Content will be accessed via a downloadable client, a Java application providing fast channel switching, interactivity and the new personal advertising features.

Gunnar Garfors, director of Developments at NRK, says: "We are now welcoming the mobile TV of tomorrow. Bonuses include fast channel-switching, built-in interactivity and easy access to new services. And many viewers even appreciate adverts, as long as they are relevant and may help lower the price of the service."

The trial's results may also form the foundation for the establishment of a mobile TV advertising business model. For broadcasters and operators, the mobile TV application may result in a higher number of viewers, increased traffic and new revenues from advertising and paid interactions, such as voting or downloads of sponsored content. This opens the way for new advertising formats, widens target groups and builds customer loyalty while giving end-users an enhanced TV experience.

The trial is run over existing mobile network infrastructure and will use current commercially available mobile phones.