O2 unveils 'look at me' video viral service

Part video blog and part mobile reality TV, the service is launching as a public, category-based gallery offering a selection of topics for browsing such as 'dead impressive', 'open mic comedy' and 'so bad it's good'.

'Look at me' follows in the footsteps of the recent launch from O2 of 'get close to...', the reality TV show created by Endemol and featuring the Sugababes, which was the first show to be filmed exclusively for broadcast on mobile phones.

Grahame Riddell, head of content marketing at O2 UK, said: "The 'look at me' service is a fun and interesting way for our customers to interact, whether they're telling a joke, giving opinions on world events or even showing others how to knit."

The service has been launched in conjunction with O2 sister company Yospace, which is a mobile applications firm.

David Springall, co-founder of Yospace, said: "The incentive of earning cash from content, combined with the editorial control, ensures that the service will only contain the best clips."

Customers can text their clips to 32323 and they will undergo a moderation process. Each time a clip is downloaded the original contributor receives 3p.

Contributors can also view the status of their account from their handset to see how many times their footage has been viewed.

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