Israeli mobile phone operator Cellcom has rolled out a new ad-funded air time plan to lure in younger subscribers. The new model, similar to Virgin Mobile’s Sugar Mama program in the US, gives subscribers air time in return for watching ads, reports Reuters. Cellcom chief Amos Shapira said the program would make cellphone service less expensive for customers, without the company, which has 3.1 subscribers, having to susbsidize it.

SEE ALSO: Australian Firm SMSpup Launches Ad Subsidized Mobile Phone Service

Customers who sign on to the plan will be given up to 45 minutes a month of voice calls after viewing ads. They will also have to answer questions about the commercials to prove they watched them. Advertisers will pay 1.7 shekels ($0.48) per proven ad view. The operator hopes to hit 15 million shekels ($4.2 million) in ad turnover in its first years, with half of the sum being given to subscribers in free air time. Israel’s internet ad market was worth $90 million in 2007.