Blyk.co.uk - Ad-Supported Mobile Network

Blyk is a newly launched mobile network aimed squarely at the tender 16-24 year old age group. Upon joining, members receive a free SIM with 217 free SMS messages and 43 free minutes every month. If you run out within your month you can top up at 10p per text and 15p per minute. Blyk is ad supported, so users will have to bear with the occasional branded commercial message (that's up to 6 a day, to be exact). Ads are targeted, based on the customer profile which every member has to fill out to join. The cost for surfing sites from your phone is 99p per megabyte. Blyk is currently only available in the UK.

"Blyk is the new mobile network for 16 – 24s that's funded by advertising. Blyk links young people with brands they like and gives them free texts and minutes every month.
For advertisers, Blyk is an innovative, new media channel, providing direct access to the 16-24 year old market.
Blyk is now live in the UK. It will go pan-European during 2008 with the potential to reach over 40 million young consumers."

The UK mobile advertising market is huge and it's still growing. Ad supported call networks have been proven to work. Users probably won't mind watching/reading ads in exchange for free air time.

Is it worth it given that users only get a paltry 43 minutes of talk time and 217 text messages? Will an ad supported mobile service be able to maintain itself? Will the ads feel too intrusive?