For the first time ever, a music video has been created especially for the 3G mobile platform.

3 mobile today announced an exciting music initiative in the Australian 3G market – a music video made especially for the mobile platform.

Electro House group VANDALISM, who shot to the top of the ARIA charts earlier this year with their debut hit, �Never Say Never’, have produced a unique version of their latest video �Twisted’, exclusively for 3 mobile.

Scott Taylor, General Manager of Content and Services at 3, said: “It is a huge turning point to see artists creating specific material for mobile phone customers. The mobile platform is increasingly important for artists and here at 3 we’re seeing our customers download more music direct to their phones than ever before. We’re very excited to have launched this initiative and we expect to see continued growth in this area in the future.”

The mainstream music video for �Twisted’ – which is available now on 3 and will be released commercially on CD September 30– features VANDALISM lead singer Cassie watching herself perform on a TV screen. It is the video playing on this screen (the video within the video!) that has been created for and will be available exclusively to 3.

�Twisted’ is VANDALISM’s second single and is expected to follow the success of their first single, �Never Say Never’ which has held a steady position in �3 mobile’s most downloaded’ weekly Music Videos, Audio Tracks, and Real Tones chart since its launch. Andy Van is also the DJ behind VANDALISM TV, the mobile dance channel available to 3. The mobile dance TV channel launched late 2005 and is hosted by Andy Van with the latest dance music videos streamed to 3 customers 24/7.

3 customers can download both versions of the �Twisted’ video for $3, the real tone for $5. Fans can also download exclusive interviews with the artists when visiting other Music Features like 50 Cent, Living End, James Blunt, Nick Lachey and more.

T-Mobile and Musicload are presenting their vision of the future of digital music distribution at the Internationale Funkausstellung (IFA) (IFA Consumer Electronics fair) in Berlin. Their objective is to establish a common standard so music files can be shared easily between PCs and cell phones. Customers of legal download platforms are to be able to use the same music file on their PCs, cell phones and their digital players. This is based on the standard “Open Mobile Alliance Digital Rights Management 2.0″ (OMA DRM V2.0). According to the cooperation partners this new copy protection provides the music industry with new application models.

T-Mobile and Musicload have developed a cell phone and PC prototype in a research project with the Technology and Innovation unit of Deutsche Telekom as well as Deutsche Telekom Laboratories. The cooperation partners are showing how OMA DRM V2.0 can be used to easily transfer music files from one device to the next, regardless if the file was bought using a cell phone or on the PC at home. “The frontiers between mobile and Internet-based music distribution are disappearing,” explains Joachim Franz, Director of Product Development & Operations Musicload. “A standardized procedure to protect and manage digital content is the necessary precondition to overcome the current hurdles in usage perceived by customers,” adds Matthias SchrГ¶ter, Vice President Standards & Enabler at T-Mobile International.

The new copy protection was developed by the Open Mobile Alliance (OMA). This industry forum also defines technical specifications for the mobile communications market. “SMS text messaging is an excellent point in case to highlight overwhelming customer acceptance and the related commercial potential of open standards,” comments Matthias SchrГ¶ter. “The easier it is for customers to use a service, the greater the inclination to do so. This also applies to legal music distribution.”

Flexible use
Thanks to OMA DRM V2.0 customers can choose on which device they would like to listen to their protected songs. They can later extend the usage rights to other devices. “The rights are not related to the content. Therefore staggered price models for digital music are quite possible,” notes Joachim Franz. “Dad could download a song onto his PC and at the same time buy the rights for his daughter’s mobile phone.”

Customers as sales reps
Another advantage of the new copy protection procedure: Customers can share the music they have already bought legally with friends. They listen to the songs and then decide if they would like to purchase the full usage rights. Customers could then get a reward for every song recommended, e.g. a credit. “People mainly chat to friends about new music. This principle can be transferred to the digital world with super-distribution,” comments Susanne Krian, Director Marketing and Sales Musicload. “On top of that, we can considerably reduce the costs for sales and marketing. This explains why we believe that the new standard is sustainable.”

Among first Nokia commercial deals worldwide, Vietnam Multimedia Corporation DVB-H roll-out to deliver Mobile TV services by end-2006

Global mobility leader Nokia and Vietnam Multimedia Corporation (VTC) today announced a jointly-inked deal to launch commercial mobile broadcast TV services based on Digital Video Broadcast-Handheld (DVB-H) technology in two key Vietnamese cities by end-2006.

The agreement, Nokia’s first commercial mobile TV service rollout in the Asia Pacific region, is also among the first of Nokia’s commercial rollouts globally. Nokia is currently spearheading several trials in Asia Pacific, Europe and North America countries.

VTC, Vietnam’s leading national broadcaster and operator in digital broadcasting, will make available its mobile PayTV services to consumer subscribers in Hanoi and Ho Chi Minh City by end-2006. Consumers in both cities will be able to enjoy seven digital TV channels as well as a video-on-demand service from a catalog of selected titles offered by VTC. The service is available on Nokia’s Nseries DVB-H enabled multimedia devices, delivered by the Nokia N92 which will make its debut in Vietnam for this purpose.

Le Doan Quan, Director, VTC mobile TV company said: “The open technology platform solution provided by Nokia resonates with VTC’s vision of increasing choice and participation for consumers and other technology providers. Nokia implementation uses the OMA DRM approach for services and content delivery protection thus enabling many additional possibilities such as delivery of ringtones, logos, music, videoclips, games and large file applications, in addition to the ordinary TV programmes. This equips VTC with a cost-effective and future-proof platform for driving the development of the vibrant multimedia ecosystem in Vietnam.”

Jawahar Kanjilal, Director, Experiences, Nokia Multimedia Asia Pacific said: “We are delighted to be part of this great development in Vietnam. This marks the beginning of exciting times in the Asia Pacific broadcasting industry, bringing digital television to consumers’ pockets and ushering in a new era of personal interactive entertainment. The Nokia N92 multimedia computer will be a key element of this consumer offering, and we look forward to the continuing development of mobile TV services in the region.”

Under the agreement, Nokia and VTC are committed to jointly propel the consumer adoption of mobile entertainment services in Vietnam. After taking mobile TV services commercial in Hanoi and Ho Chi Minh in 2006, VTC plans to extend the coverage to a national level over a two-year period.

DVB-H is a robust broadcast-to-mobile technology which provides excellent reception of the ordinary television broadcasting in digital format on mobile phones and television screens mounted on-board public and private means of transportation. DVB-H was chosen based on its merit to support mobility, efficient power management, and DVD quality audio and video services without disturbance.

In the Asia Pacific, Nokia spearheaded several mobile TV technology showcases in countries such as Singapore (with Mediacorp & M1), Malaysia (Astro & Maxis), as well as in India and Taiwan. As an industry leader, Nokia also participated in many industry-wide events demonstrating simulcast mobile TV content together with players in the media and entertainment industries. In Australia, Nokia is also in the midst of a DVB-H trial first started last July 2005 with the Bridge Networks & Telstra consumers in Sydney. In Europe, Finland, Digita, supported by Nokia, has been awarded an operator license and is working to debut DVB-H mobile TV services soon. Italy has also launched a DVB-H service, while many other regions in the world are expected to follow suit with the commercialization activity once their own trials are concluded.