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MobiTV, a self-described "cable TV network for mobile phones" that has half a million subscribers for its live TV and content subscription services, has launched a program for advertisers to insert repurposed TV spots into the "local avail" segments - where local affiliates can replace national ads with their own - writes ClickZ. "Because we carry a lot of live TV programming, there has already been advertising there. What we're doing now is giving advertisers a way to reach customers on cell phones specifically," MobiTV CMO Dave Whetstone told ClickZ.

The first advertisers are Jeep and Axe, which are showing repurposed TV spots. Jeep has also incorporated its Jeep Commander "Meet the Mudds" videos into a MobiTV Jeep-branded channel. In addition to developing branded entertainment channels, MobiTV is considering long-format "infomercials" and direct response offerings.

Mobile advertisers are still testing various formats, including sweepstakes, voting, SMS campaigns, banner ads, TV ads on video, product placement in video games and ringtones.

About 40 million mobile phone subscribers have the cabability of receiving TV/video content, according to AdAge. They are mostly male aged 18-34.