Mobile operator, 3, has announced that it has launched an ad-funded mobile TV service in Hong Kong.

The service called Planet TV will include 28 channels covering Children’s shows, entertainment, lifestyle, music, news, sport, technology and travel.

Planet TV involves a partnership with UK company Swanbay who will offer free mobile video content to 3’s Hong Kong customers. The content includes music videos and movies, plus sporting highlights such as the English Premier League and NBA Basketball.

The new ad-funded offering will sit alongside 3’s premium channel line-up, and is intended to attract more users to 3’s platform which until now has been a paid for service.

Raymond Ho, head of content management of 3 Hong Kong, said: “Some users prefer to pay for premium content, and some prefer watching an ad instead. Now we’re serving both types and Swanbay’s Planet TV service will further encourage our customers to enjoy infotainment service anytime anywhere.”

Paul Lyon, Managing Director of Swanbay Asia said, “We are pleased to collaborate with 3 Hong Kong, the mobile operation of Hutchison Telecommunications Hong Kong Holdings Limited, to launch the free content to their users. With their extensive clientele, we hope to bring our exciting infotainment to them.”