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, Proximity Oslo, a part of the Global BBDO network.

The two-month trial is commencing in Norway early this month and is open to the public. Volunteers will be able to access NRK's two TV channels and five of its radio channels. 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.

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.

The new interactive mobile TV advertising application is an end-to-end solution based on existing technology. It enables mobile phone users to watch live or on-demand streamed TV programs and interact with preferred brands or shows.

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

Twenty domestic and international companies across the range of industries are taking part as advertisers.