The space for mobile ad-supported music content in Britain is heating up. Through a partnership with Sony BMG Music U.K., mobile operator 3 has launched an ad-supported, commercial mobile music video service for its three million-plus British customers.

Sony BMG clips will come tagged with an advertisement, and will be available via the mobile operators 3's music homepage.

Mobile advertising solutions firm Rhythm NewMedia is powering the new service, which is separate to the existing 3MusicStore, which enables users to click-and-buy music.

"We know that our customers want to receive high-quality content on their mobiles and that they're happy to view ads in order to receive it," comments 3 U.K. head of on portal advertising Neil Andrews. "This agreement with Sony BMG and Rhythm NewMedia enables us to meet that demand with some of the best music content around."

The news follows rival telecoms giant Orange's announcement last week of an ad-supported music download trial for users of its mobile Internet platform in Britain.