OSLO, Norway -- Norwegian broadcaster NRK and Swedish wireless equipment maker LM Ericsson AB on Wednesday announced what they said was the world's first test of customized advertising for mobile phone television.

For the next two months, volunteers in Norway will receive interactive commercials tailored to their age, gender, interests and location while watching television on their mobile phones, the Norwegian state broadcaster said. Some 20 Norwegian and international advertisers are participating.

"Bonuses include fast channel-switching, built-in interactivity and easy access to new services," said NRK Director of Development Gunnar Garfors. "And many viewers even appreciate adverts, as long as they are relevant and may help lower the price of the service."

During the test, anyone in Norway who volunteers will be able to access NRK's two television stations and five of its radio channels with their normal mobile phones, using existing mobile phone infrastructure and a Java application.

For the test period, NRK is also broadcasting a made-for-mobile television show, called "Paa traaden," or "On the Line," which allows viewers to interact by mobile phone with hosts, through voting, chatting, or sending photos or video clips. The advertising will also be interactive.

"Our solution makes it possible for viewers to interact with their trusted brands, and it provides the advertising industry with an innovative, high-involvement customer marketing tool," Kurt Sillen, vice president for Ericsson Mobility World, said in a statement.

NRK said the trial could form the basis for a mobile TV advertising business model, possibly drawing more viewers, increasing traffic and revenues, while opening for new advertising formats. It said users could get a better mobile TV experience, possibly with sponsored programs.