3UK’s mobile TV service has received a mixed review from Telecom TV—they’re happy with the technology but not the content. They also describe the Hutchison company’s move to add an ad-supported free mobile TV service alongside its ad-free subscription service: “The deal works like this; 3 subscribers wanting to use the free service must first access a screen requiring them to input personal details such as age, sex, interests etc so that the advertising they will watch before and after the “free” mobile TV content can be “targeted” to their specific demographic”. It then goes on to express doubt customers will like having advertising “force-fed” to them, but that’s not what is happening here...the customers are knowingly signing up for advertising in order to get a free service. If they stop using the service they stop getting advertising, so there is unlikely to be any backlash.