Telstra will launch 3G services on September 5.
In June, both content providers inked a similar deal with Telstra's rival, Optus -- which then touted the arrangement as an "exclusive, wide-ranging alliance."
An Optus spokesperson today said the Telstra initiative was "purely an agreement for the provision of mobile content and does not compare to the deep level of integration and personalisation Optus consumers will enjoy".
"The Ninemsn deal with Optus is an all encompassing partnership for the delivery of its content and services over our mobile and broadband network.
"The Optus-Ninemsn partnership will enable a single customer experience across multiple devices," the spokesperson said.
Telstra, PBL and Ninemsn were unavailable for comment at press time.