Clients can now run 10' pre roll ads around clips of C4 programmes on the Channel4 WAP Site. Advertisers including Paramount Pictures, Ford, Potnoodle, EMI records and Emap Heat have carried pre roll ads around programme clips of Big Brother, Hollyoaks, Desperate Housewives and Peep Show. This has enabled the content to be free to the consumer. Other ad formats on the mobile phone include sponsorship, banners and advertorials.

C4's mobile return path can be used as a stand alone application or added to DSat and Freeview iads. Mobile phone owners can receive interactive content by responding to a generic short code and key word - e.g. text 'SMILE' to 67777. This can be added to all other media such as press, outdoor and radio. Viewers can be sent a range of content e.g. download videos, book test drives, order brochures, locate their nearest cinema etc. Please contact Carie Bolsover for more information