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November 14, 2012 Listen to ads; get free talk time

From Businessworld:

Now, Sistema Shyam Teleservices (SSTL), that offers CDMA-based mobile services to 17 million subscribers under the MTS brand, will offer free talk time to subscribers soon, provided they watch a 15-second video advertisement before making a call. The video mobile ad platform—MTS mAd Call—will initially offer this service to MTS subscribers with Android devices. Over the next few months this service will be extended to all devices on the MTS network.
On a given day, the subscriber with data connectivity on the MTS network will have the option of watching four such videos. Should callers choose to watch an ad, each call will fetch them 60 seconds of free talk time. There are no data charges for downloading the advertisement. At the end of the day, the subscriber can accumulate up to 240 seconds (4 minutes) of free talk time with lifetime validity, which can be used to call any mobile or fixed line in the country. 
...As the service evolves, the subscriber will get targeted advertisements based on location, age, usage and sex. MTS is using this innovative platform to connect and engage with its customers. Leonid Musatov, chief marketing and sales officer, MTS India, says: “This initiative will specially create excitement amongst the youth who are by far the biggest users of Android smartphones.” 
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