Robbie Williams' new music video "Misunderstood" will premiere next week through video cellphones, under an exclusive pact between EMI and the 3 telecoms network.

Robbie Williams' new music video "Misunderstood" will premiere next week through video cellphones, under an exclusive pact between EMI and the 3 telecoms network.

3 cell's users will be able to stream or download the video to their handsets prior to the single's Dec. 6 release at retail or the video's release to TV outlets. "This is the first time a music video has been released to mobile phones before it has been shown anywhere else," explains 3 marketing director Graeme Oxby in a statement.

A second Williams clip, "Radio," and behind-the-scenes content from both videos will be released for 3 handset owners to purchase until Jan. 31, 2005.

Customers can either download or stream the videos for £1.50 ($2.70), or they can buy an unlimited monthly video package for £5 ($9.17). Once downloaded, the videos can be stored on the handset.

Co-written with Stephen Duffy, "Misunderstood" is from Williams' "Greatest Hits" album, which is the current leader on the European Top 100 Albums chart. The track is featured in the new Bridget Jones feature film "The Edge of Reason," and excerpts from the movie are featured in the clip.

This is the latest in a raft of initiatives aimed at marketing the British pop star to gadget owners. Through an earlier deal inked by EMI and British telecoms retailer Carphone Warehouse, Williams' hits set will be issued in November on a memory-card format for mobile phones in Britain.