Viacom Outdoor has installed a permanent network of Bluetooth-enabled poster sites on the London Underground.
Tube users will be able to download content on to their mobiles using Bluetooth devices housed in interactive poster sites.
Channel 4 is the first advertiser to take advantage of the new advertising channel, promoting its broadband documentary channel FourDocs.
Using a double opt-in facility to ensure all content is actively requested, commuters in the vicinity of a Bluetooth site will be able to download and watch the documentaries on their mobile handset.
So far Viacom has installed 15 of the Bluetooth ‘Jacks’ – developed by technology company Wideray – in Zone 1 Underground stations.