With a view to intensify its Value Added Services (VAS) business, leading Indian telecom player, Reliance Communications (RCom) has launched advertising funded videos in partnership with UK-based mobile marketing company 3rd Space Services Ltd.

As per the agreement, 3rd Space will provide mobile video content to RCom and also offer songs, films and sporting content. The customers will have access to the best free content in exchange for watching an ad embedded within the video.

Confirming the development, Krishna Durbha, RCom Head (VAS) said: "Our tie-up with 3rd Space will be mutually beneficial. It will not only increase the viewer ship but also the revenue for both companies."

Both the companies will concentrate on bringing in Indian and international advertisers.

Speaking on this, Warwick Hill, CEO, 3rd Space, said, "India is a very dynamic mobile marketplace with many companies creating innovation. 3rd Space, being one of the world's leading mobile marketing companies, is well positioned to support Reliance's innovative approach to mobile TV."

3rd Space specializes in delivering mobile solutions that drive revenue for mobile operators, brand advertisers and content owners.