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Channel 4 could be picked to sell ads on mobile phone networks, according to reports.
The broadcaster is "in advanced talks" with T-Mobile and O2 to extend to mobile the online ad network it launched in February, NMA reports.
The 4DS (4 Digital Solutions) unit will hire a specialist mobile team with the intention of selling ads on networks' own mobile web portals and on third-party WAP sites.
When the network launched earlier this year, directed by former Lastminute.com sales director Matt Gower, it focused on web video ads but now intends to diversify.
Mobile advertising is predicted to see explosive growth, but only in the last couple of months have the likes of Nokia and Orange launched mobile ad network offerings.
The impetus in the space continues to come from Yahoo!, whose Go 2.0 application and mobile search site provide an effective front-end for an impressive inventory of big-name brands.