Mobile operator 3 has announced the launch of the first ad supported, commercial mobile music video service in conjunction with Sony BMG Music Entertainment.

The service, powered by Rhythm NewMedia, is available to all 3 UK customers and can be accessed now through 3's music homepage.

This means 3 customers can now watch music videos from Sony BMG artists on their mobile phones anywhere and at any time, and free from data charges too, as long as they are happy to view "short, targeted" video ads.