BMG U.K. & Ireland has agreed to supply content to British mobile network 3 for its video jukebox, which went live yesterday (Aug. 2). The new service, billed as the first of its kind in Britain,

BMG U.K. & Ireland has agreed to supply content to British mobile network 3 for its video jukebox, which went live yesterday (Aug. 2).

The new service, billed as the first of its kind in Britain, enables customers to view a selection of music videos on their mobile-phone handsets.

The service features full-length videos from such BMG artists as Christina Aguilera, Dido, OutKast, Britney Spears, Justin Timberlake and Will Young. BMG is first major label to sign for the service to date.

Users can stream or download content at a price of £1.50 ($2.74) per video. Alternatively, 3 customers can buy an "Unlimited Entertainment Add-On" for £10 ($18.27) per month, allowing them unlimited access to the music and entertainment service.

"The mobile phone has already demonstrated to the industry its versatility as a platform to carry music content," says BMG U.K. & Ireland chairman Tim Bowen. "3's new technology develops on from ringtones by giving a brand-new must-have music application to consumers on the move."

Currently the list of available videos stands at more than 40, but 3 says it plans to add five new releases each week. The most popular videos will be presented in a chart, to be updated weekly.

The British Phonographic Industry (BPI) has welcomed the new service. "This service typifies what you might call the Martini approach to music distribution - the industry is committed to making music available any time, any place, anywhere the music fan wants to listen to it," says BPI chairman Peter Jamieson in a statement.