3 Ireland has introduced the country's first VoD service for mobile handsets that will be fully funded by advertisers. The free service is available to both pre- and post-pay 3 subscribers and is supported by mobile enabler Gorillabox.

It comprises of a range of mobile videos and games funded through advertising in the form of 10-second adverts placed at the beginning and end of the content video stream. The first-time content users will be requested to provide demographic information, allowing 3 and Gorillabox to develop tailored content for consumers and target audiences for potential advertisers.

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