STOCKHOLM -- Ericsson (NASDAQ:ERIC) and the Norwegian Broadcasting Corporation (NRK) have launched a trial of personalized mobile TV advertising. The trial sees advertisers employ customized marketing with individual mobile TV viewers, with content provided by agency partner, Proximity Oslo, a part of the Global BBDO network.

The two-month trial is commencing in Norway early this month and is open to the public. Volunteers will be able to access NRK's two TV channels and five of its radio channels. A made-for-mobile 24/7 TV program based on the popular Norwegian TV show På tråden (On the Line) will also be available during the trial. Customers can use their handsets to interact with the show's host via voting and chatting, and can contribute content by uploading photos and video clips.

Advertisements will be interactive, customized to ensure their relevance to individual users, and tailored to the user's age, gender, location and personal interests. Advertising content will also span an array of formats including videos, banners, ticker texts and branded downloadable content.

Ericsson AB (Nasdaq: ERIC)