Wireless operator to access EMI's catalog.
EMI Music U.K. is to supply its catalog of full-length music videos for distribution on 3, the country's first dedicated third-generation (3G) cell-phone network.
The deal is the first of its kind for the U.K. arm of the major company. It will offer 3 customers classic music videos by hit acts such as Coldplay, Joss Stone, Gorillaz and Jamelia.
Terms of the agreement have not been disclosed.
The titles are available via 3's Video Jukebox service, which has delivered so far more than 10 million promotional and paid-for downloaded videos.
"Music is one of our most popular services and with this deal our customers can enjoy the latest music videos from top artists like Kylie, Robbie and Coldplay," said 3 U.K. marketing director Graeme Oxby in a statement.
EMI Music U.K. had already experimented with mobile video sales via 3 in October 2004 when Robbie Williams' new music video "Misunderstood" premiered on the carrier before TV broadcast and radio transmission of the song.
The new EMI-3 agreement also enhances the wireless operator's music catalog, which already includes full-length video and audio titles from Sony BMG U.K., and indie music videos supplied by VidZone, the U.K. digital music video service provider.